JC Penney's Remodeling Its Marketing
It's no secret that one of the most iconic American retailers, JC Penney, has been challenged by the reaction of the marketplace to the changes implemented under its former CEO, Ron Johnson. Browsing through Who's Mailing What! reveals the dramatic shift in tactics that some blamed for the company's sales declines, as well as the introduction of new brands and a creative approach that won praise from many quarters.
The company's direct mail best illustrates the change in direction. Bright, brisk "look book" catalog design replaced the traditional sales-oriented store flyers, with a decided emphasis on new, branded departments and lines.
Email as well as direct mail was deployed to highlight the new, simplified pricing structure that replaced coupons and a constant cycle of sales promotions. As with print efforts, branding and splashy colors became more prominent.
The biggest public acknowledgment of problems was made on May 1st, beginning with this announcement on Twitter and other social media sites, to be followed by a rollout of the ad to other media.
Only time will tell if the mea culpa results in a reversal of the company's fortunes.