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?
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?