Prospecting: J.C. Penney Partners With Hearst to Increase Online Sales

J.C. Penney (JCP) is set to launch two new online retail businesses this summer — Gifting Grace and CLAD — thanks to a marketing partnership the retailer formed with Hearst Magazines. The goal? To gain a significant share of consumers' growing e-commerce spend.

"The combination of our deep experience in retail, which includes jcp.com, and Hearst's creative authority enables us to build comprehensive online retail solutions and gain market share from high-potential opportunities," said Myron E. (Mike) Ullman III, chairman and CEO of JCP, in a company 
press release.

The partnership will allow Hearst Magazines' brands to curate items alongside buying teams from JCP's growth brands division to offer consumers a targeted merchandise mix and a satisfying user experience. Promotional sections in Hearst's magazines and on its websites will help raise awareness, driving traffic to CLAD and Gifting Grace's websites.

Targeting women between the ages of 30 to 54, Giftinggrace.com will be an online gifting resource offering unique and memorable gift items, content (e.g., giving and receiving tips, ratings), and tools (e.g., a device to help manage gift lists) for year-round gift-givers. Hearst Magazines' brands, such as Good Housekeeping and Redbook, will work with Giftinggrace.com to identify and curate merchandise that appeals to women searching for the perfect gift.

CLAD, on the other hand, will be an online modern menswear resource aimed at fashionable men aged 25 to 54, and will provide a full assortment of curated designer brands in a digital environment. Esquire, Hearst's leading men's magazine, will work in concert with the CLAD team to ensure that the product assortment and branding speak directly to savvy, stylish men. CLAD will also offer special-fit solutions that ensure visitors get the right fit no matter what brand they're buying. — Melissa Campanelli