Penny hoarders, bring your loose change to J.C. Penney this weekend.
The retailer is launching a campaign Sunday offering certain items in its private label collections for just 1 cent.
In a bid for the "modern American mom," Penney is hoping the promotions — running all year and deemed "Penney Days" — will help drive traffic, sales and loyalty as it continues to climb out of the hole it found itself in after former CEO Ron Johnson's abysmal turnaround attempt a few years ago.
"We know our customers live very busy lives and we want every trip and interaction at J.C. Penney to be worth her time, her hard-earned money and her effort," said Mary Beth West, chief customer and marketing officer for the company, in a statement.
The new campaign focuses specifically on Penney's private brands, which have already been helping drive sales. Penney reported fourth-quarter earnings Friday that showed its new turnaround strategy under CEO Marvin Ellison is resonating with customers, including its private brands and Sephora stores that sell products within Penney.
The "Penney Days" promotion, which starts Sunday and lasts all week, will offer customers an Arizona-branded item at full-price and a second Arizona item for a penny. Penney will continue to roll out other items for a penny throughout the year.
