Marketing to the Asian Customer

This past year JCPenney opened its first store in Manhattan. The New York market is one of the most diverse in the U.S., with a higher representation of Asian customers than the general population. To ensure JCPenney reached this important customer segment the Company included outreach to the Asian customers in its store opening marketing efforts with radio spots, in-store radio remotes, an interactive/mobile marketing campaign and an outdoor wallscape in Chinatown, all targeting the Asian customer.