J.C. Penneys holiday playbook: Deals, in-store experiences and Martha Stewart [Video]

J.C. Penney is doubling down on its commitment to working families for the holidays with a marketing strategy centered around in-person shopping experiences, high-profile partnerships and “Really Big Deal Reveals.” The retailer’s plans, unveiled Thursday, also focus on its revamped loyalty program.

J.C. Penney detailed its Q4 strategy at a virtual briefing hosted by CEO Marc Rosen and Chief Merchandising and Supply Chain Officer Michelle Wlazlo. Guiding the seasonal playbook is a $1 billion turnaround plan implemented last September that introduced a “Make It Count” brand positioning around affordability, loyalty, community and positivity.

“J.C. Penney is in the business of bringing more joy by helping our customers make every dollar count this holiday season,” said Rosen. “We’re a little bit more than a year into our billion-dollar reinvestment into the business, and we’ve made great progress on our transformation with the goal …