J C Penney Company Inc (NYSE:JCP) And Its Struggle With Digital Leadership

J C Penney Company Inc (NYSE:JCP) is trying to build a strong digital presence, and the retailer seems to be on the right track on that front. However, there are areas that the company could do better, but there doesn’t appear to be any intention to move fast and seal the loopholes in the digital space.

As it works on a turnaround, J C Penney is looking everywhere for revival, and online is a great place for the company to reach a bigger audience and turn them into shoppers. Like every serious retailer out there, J C Penney is making efforts to be online in a major way so that people are able to feel its presence. Nevertheless, there is still much to be done.

In addition to direct sales campaigns like the Back to School initiatives, the company also has charitable campaigns running online. There is JCPenney Cares, which is a non-profit support for after school programs for kids.

Customer touchpoint

For J C Penney Company Inc (NYSE:JCP), digital platforms offer exciting touchpoints to connect with customers and get them involved in different ways. However, J C Penney’s digital leadership is wanting, as content on the various digital platforms aren’t up-to-date. In some cases the company has withheld content that it can leverage to get more people coming to the store or involved in its charitable campaigns.

Broader campaign and greater visibility

Clearly, J C Penney has yet to take full advantage of digital tools like Facebook Inc (NASDAQ:FB), Instagram, Pinterest and YouTube to drive more sales. Moreover, the company also needs to be more transparent about its JCPenney Care program by sharing transaction numbers and funds raised across its digital platforms.

Execution is the major challenge

As it turns out, J C Penney Company Inc (NYSE:JCP) has great digital ideas, but execution is wanting, denying the company to grab the opportunities that belong to it.

Neha Gupta

Neha Gupta has been in the financial space for over six years now. Gupta earned her MBA degree from Symbiosis Centre of Distance Learning in 2009 and her passion for finance led her to pursue Chartered Financial Analyst (CFA) course. She has successfully completed Level II of her CFA. She is a veteran in article writing, which is depicted in her numerous pieces published on SeekingAlpha, Nextiphonenews, InsiderMonkey, MarketWatch, and Techinsider. Her crisp and eloquent writing finds its best place in Researchcows, where emphasis is given on developing rich content for various websites, products, business plans, trainings, and book writing.

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