The JCPenney App: Do We Need It to Save a Penny?
As some of us are currently living in the second wave of the Coronavirus Pandemic, with states reporting a record number of cases every day, businesses of all sizes have felt the wrath of Ms. Rona. At this point, we know that the virus has shut down different places, causing people to be out of work and needing financial refuge for necessities, causing other activities such as shopping to become a luxury. All across the U.S., different states are (or are not) taking different measures to stop the spread. For example, down in South Carolina, businesses have been reopened since early June with different guidelines for different cities. On the other hand, New York City has been one of the last places to reopen their businesses, with outdoor dining bustling in the last two weeks. The federal government is even in discussion to send out a second stimulus check, in hopes of keeping the economy afloat during this time. The extra money is a win for many Americans, even though we know many of us needed the funds like yesterday.
With or without these funds, businesses have to find innovative ways to make sure they are able to keep their doors open. Large retailers like Nordstrom, Macy’s, and JCPenney have all had challenges to face during this time; I want to focus on JCPenney and how they have or have not been able to use different tactics to reach their customers exactly where they are, through their phones.
The JCP App
The JCPenney App provides customers with a way to shop from virtually anywhere. In the App Store, the app has a 4.8 out of 5 rating and claims to be user-friendly in regards to price checking, storing coupons, and purchasing to pick-up items up in-store. The app is easy to navigate, as the different departments are located in multiple areas for convenience. Also, something else that was very useful for me was the fact that you can use your JCPenney.com login for the app. This may seem small, but I have used apps where the transition from the desktop version wasn’t so smooth. I also compared what was being shown from the computer to the app, and it was basically identical, except the app version was much more mobile-friendly.
The design for both are very similar, so the branding is consistent on both platforms. Even so, I do feel as though the aesthetics are simple and don’t possess a sense of pizzazz. JCPenney isn’t the jazziest store I’ve been to, but it seems as though this is working for them (despite store closures B.C. and D.C. — Before Corona and During Corona).
Who Benefits The Most?
While the app is very easy to navigate and clear to understand, I would only download it if I was a loyal JCP customer. The app is great for staying up to date with your Rewards Points, latest trends, and best deals the store has to offer, but there was nothing that really reeled me as a person who shops here once in a blue moon. I believe the main purpose is to get users who are avid JCP shoppers to remain loyal and make purchases easier for them. For example, a lot of stores offer an incentive for joining their site with pop-ups that read something like “Join today and receive 10% off your purchase!” or information about their rewards program. This app had no verbiage that really enticed someone to join, leading me to conclude that it is more geared towards those who are loyal to the brand. In this same sense, I think it proves to be the most useful to these returning customers instead of new customers who have a broad spectrum of websites to find the best deal at any store.
Is the App Necessary?
The short answer: no. The app is not necessary for any JCP customer, even if they are loyal. These customers still have the ability to go in-store, use the website, or even call in to make a purchase, especially since many states have loosened their restrictions on businesses. A month or two ago, the app was definitely necessary for those who felt as though they NEEDED something from JCP and only JCP. Even though the app does have useful elements that are made convenient through a mobile device, I personally don’t see the need to download the app, especially for those of us who are not die-hard JCP fans. The website is just as useful, and there’s less of a commitment that way. Fun Fact: Commitment and I have had some struggles in the past, lol.
The app lacks the ability to draw in new customers because of its lack of engagement and innovation, having a simple design, and not offering incentives. I don’t have to download the app to receive certain perks because those same perks are available elsewhere. Besides an incentive, I think it would be great for JCP and other stores to incorporate more story-telling elements onto their mobile apps to keep the customer engaged. For example, JCPenney has a blog that is updated pretty regularly. Why is that not something to include on the app? Or even adding a COVID-19 section (which is available on the website) to the header so customers can easily find the company’s statement on the pandemic. Having information like this readily available would mean I am coming to the mobile version more than just to shop but to experience everything the brand is doing. I do recognize that many stores have created their apps to replicate a shopping experience, but using these storytelling elements can really set them apart from their competitors and reach a different audience. Mo’ Customers = Mo’ Money, and that seems to be the most promising way to stay open during these financially difficult times.
