Perhaps J.C. Penney should send a thank you note to conservative group One Million Moms each time they issue a statement complaining about the retail chain in the US.
The protests of One Million Moms seem to coincide with positive jolts in J.C. Penney’s consumer perception with mothers.
Like when Ellen Degeneres was named as their spokesperson, J.C. Penney’s inclusion of a lesbian couple in their current Mother’s Day catalog incited a statement from One Million Moms to its members – and sent the retail chain’s consumer perception soaring with U.S. mothers for more than a week.
The incidents appear to be helping J.C. Penney with its closest rival, too: each time One Million Moms has protested a move from the retail chain, their consumer perception from mothers soars past the levels of Kohl's.
J.C. Penney and Kohl's were measured with YouGov BrandIndex’s Index score, the research firm’s flagship measurement of brand health. The Index score is an average of six of the company’s prime scores, which include quality, satisfaction, reputation, value, general impression, and willingness to recommend. Results were filtered for women with children under the age of 18 years old.
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
Before the catalog was delivered, J.C. Penney’s score was 80 on April 27th. After those catalogs arrived and One Million Moms posted their missive on May 1, the store’s Index score rose to 88 two days later. That same day, the Index score for Kohl's was 81.
J.C. Penney’s Index score is currently 84 compared to a score of 79 for Kohl's.