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In-store momentum: How JCPenney drove holiday foot traffic with dynamic DOOH

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Industry

Retail

Challenge

When JCPenney set out to launch their "Make Your Holidays Count" campaign, they knew they needed to embrace a fresh advertising approach to captivate holiday shoppers and drive them into their stores (and away from the competition).

Results

JCPenney partnered with Vistar Media on a programmatic digital out-of-home campaign using dynamic creative to promote nearby stores, driving foot traffic and keeping the brand top of mind ahead of the holiday shopping season.

Key Product

Demand-Side Platform (DSP)

437%
Increase in foot traffic
592,392
Incremental store visits
70%
Lift in messaging association
13%
Lift in purchase intent
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Building holiday magic with dynamic creative

JCPenney leveraged dynamic creative technology to seamlessly adapt each ad to its location, delivering personalized messages to their target audience at scale. By pairing the “Make It Count” campaign messaging with details about the nearest store’s address and the exact distance from the consumer’s location, they showcased just how easy it was to shop at JCPenney for the holiday season.

Captivating value-conscious consumers

During the busiest season for retailers in the U.S., only a targeted approach would break through to consumers. The national campaign focused on key cities with high concentrations of potential customers. By leveraging Foursquare audience data, the campaign targeted core consumers in these areas based on attributes aligned with JCPenney’s goals, effectively reaching value-conscious shoppers.

 Kansas City | San Antonio | Riverside - San Bernardino | Pittsburgh | Tampa | Omaha | Miami - Fort Lauderdale | Buffalo | Houston | Louisville

Winning over nearby shoppers

JCPenney leveraged point-of-interest targeting to engage consumers within 10 miles of a store location, focusing on reaching shoppers in close proximity to competing retailers. This approach enabled them to deliver their campaign messaging at the right place and time—driving their audience away from competitors and into a nearby JCPenney store.

                        Billboards | Malls | Bus Shelters | Gas Stations | Grocery Stores |                            Casual Dining | Urban Panels

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The holiday rush

JCPenney’s innovative use of DOOH not only enhanced its visibility, but also significantly boosted consumer engagement and sales during the holiday season. This campaign demonstrates how leveraging advanced programmatic technology can lead to impressive results in a competitive retail landscape, as shown by the remarkable outcomes of both the brand lift and foot traffic studies.

  • +437% increase in foot traffic across JCPenney locations
  • +592,392 incremental visits to JCPenney stores
  • +70% lift in messaging association
  • +13% lift in purchase intent among the target audience

This success extends to the campaign's recognition as a finalist for The Drum Awards for Marketing 2024, highlighting its innovative impact in the retail marketing landscape.


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