EXCLUSIVE: Q&A with JCPenney brand CEO on loyalty innovation
JCPenney is leveraging its ties to other Catalyst Brands banners to strengthen its loyalty offerings.
Michelle Wlazlo, brand CEO of JCPenney, recently spoke with Chain Store Age about changing customer expectations for loyalty rewards and how JCPenney is meeting them through programs like its new Rewards Access initiative offered in partnership with Aéropostale. Both JCPenney and Aeropostale are affiliated with department store/apparel retail conglomerate Catalyst Brands.
[READ MORE: Aeropostale links first-ever loyalty program to JCPenney's offering]
How are customer needs for retailer loyalty programs changing?
Families are under real pressure right now, and they’re actively looking for more ways to stretch their dollars, which means they need a retailer with a truly rewarding experience that shows up for them and not just more points that disappear into an app they forget about. Consumers want real value and real money that they can use at places they already shop.
How has JCPenney been responding to these developments?
As customers become more intentional about how they spend, we are focused on making every trip work harder for them. That means offering affordable fashion for the whole family, beauty favorites, home essentials and services like salon and portraits in one convenient destination.
It also means evolving loyalty so customers can earn rewards across more of the moments they already come to us for. With Rewards Access and our connection with Aéropostale, customers can now shop JCPenney for everything from back-to-school and seasonal style to beauty, jewelry and home, then use those rewards across both brands.
Can you describe the new cross-loyalty program in more detail?
Rewards Access lets customers shop at JCPenney or Aéropostale, earn rewards and use them at either brand. Shoppers can get a $10 CashPass from JCPenney or $5 from Aéropostale just by signing up with no purchase required. It gives customers more flexibility to shop for what their family needs and wants at both JCPenney and Aéropostale, while earning real dollars back along the way.
We will also be rolling out new challenges where you can earn $5 CashPass and bonus earning opportunities throughout the year to keep the program fresh and exciting. Beyond that, members can obtain accelerated earnings, exclusive offers and tier-based perks that reward their loyalty even more generously as they engage with the program.
What advantages does being part of Catalyst Brands offer JCPenney?
JCPenney is seeing renewed momentum in mall traffic, particularly among younger shoppers and families. Being part of the Catalyst Brands portfolio uniquely positions us to capitalize on this comeback, leveraging cross-brand resources and insights to enhance our customer experience and drive greater value.
Catalyst Brands allows us to approach loyalty differently. While most loyalty programs reward customers for shopping within a single brand, which limits the value they can provide, our program breaks that mold by rewarding customers across multiple brands. Customers can earn rewards at JCPenney and Aéropostale and redeem them at either brand, creating flexibility and value that customers won't find elsewhere.
This program reflects the unique advantage of the Catalyst Brands portfolio and is specifically designed to make every shopping trip more rewarding for the entire family — a benefit that only a multi-brand organization can truly offer.
Are there future plans for your loyalty program you can discuss?
Right now, we are focused on making Rewards Access successful for customers at JCPenney and Aéropostale. This is the first time we have connected the brands in this way, and we are paying close attention to how customers engage with it.
Being part of Catalyst Brands also gives us an exciting opportunity to think more broadly about what a connected loyalty ecosystem could look like over time. We're always looking for ways to keep loyalty more useful, flexible and valuable for our customers.
The culmination of customer demand, shopping seasonality and renewed mall traffic allows us to meet consumers where they want to shop – and do it better than ever before by drawing on the strength and scale of our portfolio.
