Although the campaign to switch to everyday low pricing, launched in February, tried its best, JCP is choosing to put sale back into their vocabulary. Shoppers had a hard time understanding the new pricing strategy and didn’t quickly adopt to the change in shopping patterns.
Although the 3-tiered, red, white, and blue pricing categories appeared patriotic they did not prove profitable. According to Reuters, purchases in the first three months of the new pricing campaign fell 18.9%. That percentage was large enough to cause some alarm. Results show that customers just don’t understand the every month low pricing strategy that J.C.Penney was calling a ‘month-long value.’
The company hopes that switching back to calling their values sales will help increase purchases and maybe even revenue.
Below, Ellen Degeneres Returns to JCP to see if she’s still got it:
- Screaming at the Death of JCP Sales
- J.C. Penney’s ‘Frumpy’ Customers Demand Stores Remain Frumpy (huffingtonpost.com)
- Ron Johnson Admits He Was Wrong And Will Bring Back The Word ‘Sale’ To JCPenney (JCP) (businessinsider.com)