JCPenney Rewards

August 15, 2008 · 5 comments

Four years ago I reported that JCPenney was considering establishing a rewards program, and FINALLY, they announced via a sales circular last week the introduction of JCP Rewards.
The program (a work in progress, according to a spokesman) allows shoppers to register up to 3 of their debit or credit cards — they don’t have to be JCP-issued cards — and members will receive 1 point per dollar when these cards are used for regular or sale priced purchases in-store, online, or by catalog. (Clearance purchases are excluded.) Members who shopped at JCPenney the previous month will get double points. By signing up, program members will also receive special offers and coupons by email.
250 points = a $10 JCPenney promotional certificate (there’s a max of 1 per month), which equals a 4% rebate (or an 8% rebate if the points were doubled because you shopped there the previous month — also note that they’re doubling points through 12/31/08 if you join now). These certificates can be combined with other offers. You should be able to combine this with the cash back you can earn by shopping through one of the rewards programs (Ebates offers 4% cashback, or get 3% at MrRebates or Upromise), as long as you use one of those three registered cards to pay for the order.
JCP Chief Marketing Officer Mike Boylson said, “We know that a significant number of consumers are shopping in our merchandise categories each month. We also know that our customers spend an average of $30 to $40 each time they shop with us. With JCP Rewards, we are able to reward customers for regularly shopping at JCPenney, while building long term customer loyalty.”
This morning, it was reported that JCP’s profit for the second quarter of the year fell 36%. They attributed this to consumers cutting back on discretionary spending and fewer mall trips. In my opinion, blaming lower profits on “fewer mall trips” means that JCPenney customers aren’t loyal enough to the company to shop through their website or catalog. JCP needs this loyalty program to bring those shoppers back into the fold. I noticed that is doing a promotion for free shipping on $49 orders. That’s obviously another route to entice business from the shoppers who are avoiding the mall.
I think that this program is a huge step in the right direction for JCPenney. Back in March, I made a post specifically about JCPenney and my disappointment that they had no rewards program for customers who weren’t credit card holders. I think that the doubling of points for members who shopped the prior month is a big enticement for repeat business. I am disappointed that the potential rewards are capped at $10 a month, though, and I’m also concerned about how (if at all) this program will affect their cardholder benefits — I like the JCPenney Privilege program for cardholders (especially the free GCs they send on your birthday and I think right before Mother’s Day). So, while there’s some room for improvement, I’m very happy that they’re at least trying something…even though it took four years to get it off the ground!
Sources:, Dallas Morning News,

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{ 5 comments… read them below or add one }

TravelerJohn August 15, 2008 at 12:56 pm

To little to
I bought (3) shirts at Penny’s this morning. I’ve got a Penny’s card but left it at home so I put it on the Discover card instead. The Penny’s card would have just made another bill to pay anyway.
I’ve bought clothes there for decades and almost alway find something I like that fits with a good sale price.


send-me-no-fwds August 15, 2008 at 6:25 pm

Hi ~
I have a question. If I sign up for this program or Ebates, through a link from this site, am I giving you credit as my referrer? …Because I’d like to, if that’s possible.


Becky August 17, 2008 at 1:25 am

That’s mighty nice of you, SMNF! JCP Rewards doesn’t have any kind of referral program, no refer-a-friend incentive, nothing like that… but Ebates does! If you join with one of my links on CompareRewards, they’ll send both of us $5 when you make your first purchase!
Thanks for asking — appreciate your support!


Carrie @ August 18, 2008 at 9:40 am

I’ve already used this rewards program, and it is wonderful.
I have also signed up online, and receive coupons in the mail. The latest? A $10 Off $10 Coupon. I went up last week and got my son a nice polo style shirt for school for free. It was normally $20, on sale half price, free after coupon.
It is always beneficial to be on reward programs and mailing lists with companies.


Margaret Dues December 26, 2008 at 5:21 pm

I had coupons and they would not let me use them,I am sick of all your so called sales and coupons that never seem to work. Just knock the price down and forget the coupons. Most people i know won’t want to come to your store because of the sale, one after the other. Margaret Dues


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