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

NYPD looking for man they say assaulted elderly…

      The New York City Police Department is asking for the public's assistance in locating a Hispanic male 20's wanted in connection with…

Local

Three arrested after allegedly assaulting off-duty officer in…

Three men were arrested early Saturday morning after allegedly assaulting an off-duty officer at a Bronx bodega, and the NYPD is asking for the public's…

Local

Healthcare union creates vibrant West Indian Day Parade…

Volunteers worked almost around the clock through the weekend, putting the flashy finishing touches on hundreds of costume pieces 1199SEIU members will wear while marching…

National

Top 10 most hipster college campuses

Hipsters are everywhere these days. You can't walk down the anywhere anymore without seeing a pair of skinny jeans on a handlebar mustachioed 20-something, a…

Arts

Theater: Discouraging 'Poor Behavior'

Theresa Rebeck's latest off-Broadway play, about two couples sparring on a weekend getaway, repeats a few mistakes of her past.

Gossip

Chef Todd English arrested for DWI in the…

Celebrity chef Todd English is facing DWI charges after a traffic stop on Sunday.

Movies

Box office: 'Guardians of the Galaxy' is 2014's…

This weekend "The Guardians of the Galaxy" passed the fourth "Transformers" movie to become the highest grossing film of 2014.

Gossip

Spears back with controversial ex?

Is Briteny Spears back with Adnan Ghalib?

Sports

Novak Djokovic feeds off US Open crowd to…

Novak Djokovic isn't a native New Yorker, but he sure knows how to use the U.S. Open crowd to his advantage.

NFL

Odell Beckham still 'weeks away,' Tom Coughlin angry…

Giants head coach Tom Coughlin has fought a losing battle against the media all preseason over the status of wide receiver Odell Beckham Jr.

NFL

3 things we learned in the Giants preseason…

The final score didn’t matter — a 16-13 win by the Giants — but it would’ve been nice to finally see Big Blue’s new-look offense get on track.

NFL

NFL Power Rankings: Seahawks, Broncos, Patriots, 49ers start…

NFL Power Rankings: Seahawks, Broncos, Patriots start at top

Education

These college students think breakfast is the most…

  It should be no surprise that the city that never sleeps is also home to the most students who like to order food in…

Sex

When it comes to dating, height matters

Does a man’s height really matter when it comes to dating? Unfortunately - according to a new study - the answer looks like it’s yes.…

Travel

10 free apps to make traveling easier

Finding the nearest bathroom, calculating currency exchanges and locating your departure gate must have been difficult for travelers of previous generations. But we wouldn't know,…

Travel

How to get a seat upgrade to business…

It used to be much easier to upgrade your coach seat to business or even first class, but rigid rules and tighter schedules have made…