JCPenney 2009 Annual Report Download - page 18

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Rewarding Customer Loyalty
Launched in August 2008, JCP Rewards has attracted over 4 million members. The program
allows customers to earn $10 reward certicates and receive members-only benets, such as
invitations to special shopping events, contests and more. In 2009, highlights included ticket
giveaways and tie-ins to the Rascal Flatts American Living® Unstoppable Tour presented by
JCPenney. The ability to recognize our best customers and reward them for their loyalty to
JCPenney is a true competitive advantage.
our greatest strength
18
Retail’s Most Engaged Associates
Engaged Associates feel valued and are inspired to put their
customers rst. We understand they are the key to driving
our business. Our Associates treat each customer visit as
an interaction — not a transaction. This creates shopping
experiences that are more likely to generate return visits and
cultivate loyal relationships with our customers.
In July 2009, over 130,000 Associates — or 93% of our
workforce — took part in JCPenney’s annual WINNING
TOGETHER™ Associate Engagement survey. Not only is
participation in the survey increasing each year, but so is the
level of our Associates’ engagement. In fact, this year our
overall Engagement score of 80% was the highest in Company
history, and a 350 basis point improvement over 2008. This
impressive score puts JCPenney Associate engagement in the
top quartile of U.S. companies. We know this plays an integral
role in our ability to deliver CustomerFIRST service each and
every day — one of the most important factors in maintaining
and growing our customer base, and our market share.
An Inclusive Culture
We deeply appreciate the contributions that diverse points
of view bring to our business as we establish JCPenney as a
style authority and a growth leader in retail. Our commitment
to cultivating an inclusive and diverse workforce earned us a
spot on the 2010 DiversityInc Top 50 Companies for Diversity.
Additionally, the contributions and perspectives provided by
our Associate Resource Teams (ARTs) are invaluable in
advancing the Company’s cultural and social understanding
through heritage events and specialized training. The addition
of two new ARTs this year include START, an organization
dedicated to volunteerism, and ALOUD, a resource group
representing individuals with disabilities.