VIDEO: J.C. Penney – it’s no secret we messed up. Please come back

Credit: Getty Images
Credit: Getty Images

J.C. Penney, recognizing it made mistakes in its attempt to re-invent itself last year, launched a social media and television campaign on Wednesday that asked shoppers who left in droves to come back.

Last year, sales plunged 25 percent after recently ousted Chief Executive Ron Johnson largely eliminated the use of coupons and sales in favor of regular, low prices. It was a disastrous move that alienated Penney shoppers who were accustomed to expecting coupons and deals.

Penney posted a video on Facebook featuring images of classic J.C. Penney stores from the 1960s and family scenes with a female voice-over saying “What matters with mistakes is what we learn. We learned a very simple thing – to listen to you.”

The narrator ends with: “Come back to J.C. Penney – we heard you. Now we’d love to see you.”

The video also appeared on YouTube and will run on broadcast television this week.

Young & Rubicam helped Penney with the execution, but Penney’s internal marketing department came up with the concept several months ago.

“This campaign sends a clear message that we listened, and now, we’re doing everything we can to bring customers back,” Penney spokeswoman Daphne Avila told Reuters by e-mail.

One customer, identifying herself as Tammy Pennington, left a comment on the Facebook post that said: “Next time, remember this, If it ain’t broke, don’t fix it.”

Johnson, who was replaced by his predecessor Myron Ullman, was brought in to stabilize the ailing retailer and sought to turn Penney’s larger locations into emporia with 100 boutiques for hip but affordable fashion and home-goods brands.

Some comments on Facebook were in support of those efforts, which included the addition in March of Canadian fashion brand Joe Fresh.

On Twitter, Penney invited shoppers to tell them what they felt Penney should keep of Johnson’s transformation and what it should bring back of what he jettisoned. The company created the hashtag #jcplistens.

Late in his tenure, Johnson reintroduced some coupons and promotions, but those appear not to have stemmed the sales slide.

Wall Street analysts expect same-store sales to fall 12.7 percent in the first quarter, according to Thomson Reuters data, adding to the urgency for Penney to win back its shoppers. Penney is set to report quarterly results later this month.



News
Entertainment
Sports
Lifestyle
Local

MTA announces service changes for Sunday

The MTA has announced service changes ahead of Sunday's People's Climate March, which will be held from 11:30 a.m. to 4:30 p.m. Sunday. Riders using…

Local

NYPD launches Twitter account for L train

The NYPD recently launched a Twitter handle dedicated to the L train and its riders. According to @NYPDLtrain, officers went underground Thursday morning to hand…

Local

Bushwick community space offers activists a place to…

A new Bushwick community space offers community activists to meet, create, learn and throw back a few cold ones. MayDay, located 214 Starr Street in Bushwick,…

Local

Activists gearing up for Sunday's "historic" People's Climate…

If all goes according to plan, more than 100,000 people will gather near Central Park West on Sunday morning and march through midtown to raise…

Arts

EXCLUSIVE: Backstage with Adam Jacobs at 'Aladdin' on…

Metro shadowed Adam Jacobs backstage at "Aladdin" on Broadway.

Movies

Review: Terry Gilliam's 'The Zero Theorem' is better…

Terry Gilliam's latest, "The Zero Theorem," concerns a reclusive malcontent (Christoph Waltz) struggling with the search for the meaning of life.

Music

Esperanza Spalding and a being called Emily get…

Esperanza Spalding is about to spiral off in a brand new direction that may or may include an alter ego named Emily.

Movies

Review: Bickering family dramedy 'This is Where I…

A talented cast sits Shiva in the bickering family dramedy "This is Where I Leave You," although it's more sap than yuks.

NFL

J.J. Watt poses unique challenges to struggling Giants…

Watt, arguably the best defensive player in the league, is the leader of a surprising Texans (2-0) team that has already matched last season’s win total.

NFL

Eric Decker 'unlikely to play' against Bears: Source

Jets wide receiver Eric Decker's status for Monday night’s game against the Bears is in doubt after he missed practice again Wednesday.

NFL

Preston Parker, not Odell Beckham, will replace Jerrel…

Tom Coughlin noted the next man up will be unheralded veteran Preston Parker.

NFL

NFL Week 3 full schedule (kickoff time, TV)

NFL Week 3 full schedule (kickoff time, TV)

Parenting

A sneaky way to serve kids fruits and…

"My First Juices and Smoothies" gives smoothie recipes for kids.

Style

3 things we love from Day 1 of…

The highlights from Day 1 of Milan Fashion Week.

Sex

Why don't more couples use condoms?

  Call it the “condom moment.” That’s the name the authors of a new study have given to the pivotal conversation every couple should be…

Sex

Need an idea for a first date? Here's…

Picture your idea of a nice first date. Is it dinner and a movie? A visit to an interesting museum exhibit? Instead, an expert on…