Posted May 2, 2013 12:28 pm by with 2 comments

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One retailer that has had some serious missteps in the recent past is JCPenney.

It seemed as if the company couldn’t go a day without something getting skewered by the press or, even worse, their customers.

So what’s a company to do when it has apparently lost its way so badly? Well, fire your CEO and put together an ad like this is one option.

What do you think of that one?

Forbes says

As former CEO Mike Ullman goes about stemming the bleeding, J.C. Penney is going on the offensive, apologizing to shoppers alienated by Johnson’s controversial store revamps.

In the ad, the company shies away from directly addressing Johnson’s upgrades, including Denim Bars to help J.C. Penney shoppers find the perfect jeans, not unlike Apple’s Genius Bars.

If you did watch the ad you may have heard the words

Some changes you liked and some you didn’t, but what matters from mistakes is what we learn. We learned a very simple thing, to listen to you.

That’s a pretty big mea culpa for a company of any size. Apparently there has been some sympathy offered in the social media space

So far, social media response to the feel-good campaign seems positive. “As an active investor in this company, I found hope in this simple video,” wrote one YouTube commenter.

Others chimed in using the #JCPlistens hashtag encouraged by the company on Twitter. “House brand pricing is fantastic and things are on more on trend,” wrote one user in a tweet.

Said another: “I appreciate y’all’s approach to changing again. I will definitely be coming in.” He’s already been rewarded with a tweeted reply from @JCPenney offering a $50 gift card.

A $50 gift card? I bet everyone will like JCPenney now. I wonder how many of those will be given out? If one gets one and someone else doesn’t in this world of “What do you MEAN I don’t get one!” will that backfire on JCPenney too?

This will be interesting to watch but I need to go try to get a $50 gift card by ‘being nice’ to JCPenney. What about you?

  • Shane Eubanks

    Ever date someone and things just didn’t work out and you moved on? Then the person reaches out to you “claiming” how they’ve changed and asked you to come back? How’d that work out? Even if they offered you money?

    Why should people go back? What changes will they see? “What’s in it for them”? What value does JC Penney’s offer that other stores don’t…other stores that people have allegedly moved on to. I don’t see any of that pointed out in this ad.

    Honestly, you could slap just about any logo on this ad and it would fit just about any company, because there is nothing that makes JC Penney’s “stand out” from the crowd as doing anything different/better/cheaper/etc that people base decisions on.

    Hopefully this is just the beginning of a deeper campaign that will reveal their changes and get people back in the stores and spreading the word.

  • I saw this commercial last night and was both amazed and confused by it. On one hand, it’s nice to see a company admitting they took a wrong turn and they want to make it right. On the other hand, the entire tone was very depressing and just. . . wrong. Didn’t make me want to shop there at all.