J.C. Penney ad apologizes to customers

NEW YORK — 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.”

The new spot buys the company some time, but the hard part is next: telling customers what specific changes they’re making, said Allen Adamson, managing director of branding firm Landor Associates in New York.

“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.

Shares fell 23 cents to $16.19 in afternoon trading. They have traded in a 52-week range of $13.55 to $36.27.

More in Herald Business Journal

Amazon lists 20 finalists for HQ2, and no, we aren’t on it

Los Angeles was the only West Coast city listed. They seem to like the nation’s capital.

Strange and wonderful creatures come through door of Bothell clinic

At the Center for Bird and Exotic Animal Medicine, vets treat snakes, hedgehogs and even kangaroos.

Emirates orders 20 more Airbus A380 jumbos, saving program

The Dubai carrier also has options to buy 16 more. The program seems safe until 2029.

How do you retrieve an errant Boeing 737 from a muddy slope?

Turkish authorities used cranes to lift a plane that skidded off a runway.

Amanda Strong (left) tries on an Angel of the Winds Arena hat as she and Courtney Brown hand out gift bags after the renaming ceremony Dec. 13 in Everett. The new name replaces the Xfinity name. (Andy Bronson / Her file)
Angel of the Winds to break ground on $60M casino expansion

“We think we’re on the cusp of becoming a major resort.”

House passes bill aimed at lowering gender wage gap

The bill would hinder employers from retaliating against female workers who ask about others’ pay.

Planemaker joins forces with auto-industry supplier Adient

The new venture poses a threat to Zodiac Aerospace and Rockwell Collins

Alaska Airlines has selected destinations for new service from Paine Field. (Alaska Airlines)
Alaska Airlines will fly from Everett to 8 West Coast cities

Two destinations that didn’t make the list were Spokane and Hawaii.

Glitches slow Boeing, SpaceX plans for human spaceflight

Boeing has an issue with its abort system that may cause the spacecraft to “tumble.”

Most Read