Retail Marketing and Branding Strategy: Will JCP Get it Right?

Well the reviews are in, and we don’t like the new JCP commercials promoting their coupon-less store, which begins today. In fact, apparently most people like commercials of screaming women. Infact, according to the KYPost:

…but the website Consumer Affairs says it has received dozens of complaints in the past week from viewers annoyed by the ad.

The ads promote the fact that JCP will no longer be tied to its overbearing amount of coupons.  And this was not just in the TV commercials, but online as well. According to the NY Times,

Posters and images on the Facebook page urge shoppers to say “No!” to coupons and other gimmicks. The campaign will inform consumers that Penney plans to hold a dozen sales each year; last year, Mr. Johnson said at a news conference, there were 590 promotions. The average customer visited Penney four times a year in 2011, he added, “so the customer ignored us 99 percent of the time.”

As of today the new brand starts and the promotions will end. Will JCP get the rest of the strategy right?

ImageFirst there is the new logo, which clearly reflects the American flag. My guess is they may have their fourth new logo in four years coming in 2013.

Then there is the new pricing strategy. Everything is always 40% off (or something like that). This will make it easy for competitors to undercut prices, but if their customer service is great and the “experience” is good, will you pay for to get it from JCP? Businessweek calls it a risky strategy that has failed for many other brands.

There is also a new catalog. OK, I have to admit – I LOVE the new catalog. The cover and internal pages are impactful and beautiful. Hopefully the quality will remain high after the first few months. The February edition is a wonderful inaugural version.Image

I interviewed a sales associate at a local store and she said the new return policy (they will take anything back whenever) and higher-end products (coming soon) will make JCPenney more like Nordstroms. I’m not convinced of that, they have a long way to climb to be another Nordstroms, but all improvements are good.

Today we should start seeing Ellen DeGeneres promoting the NEW JCP. Hopefully she will not be screaming at you.

What do you think about the branding changes as JCP? Will YOU be more motivated to shop there? Do you believe the new brand will promote increased sales?  Tell us about it here.


29 Responses to “Retail Marketing and Branding Strategy: Will JCP Get it Right?”

  1. 1 Gary
    February 2, 2012 at 5:48 am

    I will shop there just remove that terrible commercial of women screaming.

  2. 2 bwise
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