J.C. Penney and David’s Bridal announce marketing marriage
J.C. Penney Co. Inc. and David’s Bridal now are retail partners and joined in offering customers their combined wedding registry and bridal products and services.
Per their agreement, David’s Bridal’s registered brides will be invited, via e-mail, direct mail or by David’s Bridal consultants, to create a gift registry at J.C. Penney, No. 12 in the Internet Retailer Top 500 Guide. Along with links to J. C. Penney’s online wedding registry on DavidsBridal.com, all David’s Bridal stores will carry the J.C. Penney wedding registry brochure, highlighting its wedding registry items and services. The partnership will include a variety of joint marketing initiatives such as bridal shows, in-store events and contests, and special customer discounts and offers.
In addition to JCP.com, J.C. Penney’s 1,048 stores in the U.S. and Puerto Rico will offer David’s Bridal service options and the latter’s 278 stores will feature the Penney gift registry and other wedding products.
J. C. Penney is looking to establish a meaningful relationship with its customers. “Our success with brides is attributed, we believe, to the registry experience we offer,” says Mike Boylson, chief marketing officer for J.C. Penney. “With nearly one in three brides in the U.S. walking down the aisle wearing a David’s Bridal wedding gown, J.C. Penney’s partnership will allow us to broaden our reach and connect with more registry customers than ever before.”
Gift registry and a full selection of wedding products are David’s Bridal’s motivation. “David’s Bridal’s partnership with J.C.Penney represents an ongoing strategy to add value to our customer’s shopping experience both in-store and online,” says Bob Huth, president and CEO of David’s Bridal.
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