I came across the following AP story today and, after you read the excerpt, I'll tell you why I found it most interesting:
J.C. Penney is sorry and it wants your business back.That's the gist of its latest ad, a public "mea culpa" which the mid-priced department-store put on its
YouTube and Facebook pages.
The ad, titled "It's no secret," shows shots of women working, playing with their children and doing other everyday activities.
"Recently J.C. Penney changed," a voiceover states. "Some changes you liked, and some you didn't. But what matters with mistakes is what we learn. We learned a very simple thing, to listen to you."
The ad comes after the Plano, Texas-based company last month fired its CEO, Ron Johnson, after 17 months on the job and rehired his predecessor Mike Ullman
Johnson's ambitious changes included getting rid of most sales and bringing in new, hip brands. The strategy was designed to attract younger, wealthier shoppers in a bid to reinvent the stodgy retailer, but it alienated Penney's loyal customers and caused sales to plummet.
The ad acknowledges the missteps and asks customers to return to its stores.
"Come back to J.C. Penney. We heard you, now we'd love to see you," the voice-over states.
The TV spot is in contrast with the chain's "fair and square" advertising campaign that accompanied Johnson's revamp. Those ads were colorful and whimsical and did not give specifics about products. In one spot, a dog jumped through a hula hoop held by a little girl. The text read: "No more jumping through hoops. No coupon clipping. No door busting. Just great prices from the start."
...
"When you are in a freefall, you sometimes need to call a time out and say, 'Wait a second. We're going to get this under control,'" he said. "The answer may be further down the road as to why they come back."
J.C. Penney Media Relations Director Daphne Avila said the idea for the ad began several months ago after an "extensive" review of customer feedback.
"We want to give customers our assurance that what they loved about J.C. Penney — trusted brands, great style and affordable prices — will be inherent to every shopping experience," she said.
What's not covered by the Associated Press, in any way, would seem to be central to why J.C. Penney was in a freefall. From Lifesite News less than a month ago:
Plenty of companies have argued that natural marriage is "bad for business"--but they'll have a tough time persuading J.C. Penney. After a series of radical decisions, the retailer is struggling to survive a 25 percent drop in sales.
It started in 2011 when the company hired Ellen DeGeneres, a vocal proponent of same-sex "marriage" as its spokesperson.
The choice drew fire from organizations like the American Family Association (AFA) because it was a departure from the store's longstanding values. When AFA's One Million Moms complained, J.C. Penney's new CEO, Ron Johnson, stubbornly dug in his heels.
Then, on Mothers' Day, the company shocked customers with a blatant endorsement of homosexuality in an ad that featured two moms--followed by a two-dads ad for Fathers' Day. Coupled with an overhaul of the stores' pricing system, the stock never recovered.
Now, months after the experiment failed, J.C. Penney has fired Johnson and replaced him with the former CEO, Myron Ullman.
Does anyone think any particular piece or part of the Lifesite news might have been relevant to the folks at the Associated Press? Does anyone want to know why the AP considered it irrelevant?
I certainly would.
I doubt we will.
Doesn't fit the meme.
Carry on.
