J.C. Penney is sorry and wants you to come back
By Jay Keller
After taking over the reins in early April, CEO Mike Ullman promised shoppers the opportunity to provide feedback and guidance about the company’s future.
J.C. Penney Co. signaled late last week a readiness to move forward by launching a social media campaign to ask customers who left in droves to “come back to see us.”
“What matters with mistakes is that we learn,” the female narrator says in a new jcpenney video posted on Facebook that features Americana-like imagery and nostalgia to portray the department store legacy through the years.
Industry experts, while noting on Monday the timing of company’s efforts to appeal to customers just ahead of Mother’s Day, are still taking a wait-and-see to the company’s future roadmap.
Overall, customers welcomed jcpenney’s invitation to “let us know what you think” with an outpouring of feedback from customers who both liked and disliked recent changes to sales, coupons and the catalogue.
jcpenney has responded to the nearly 20,000 comments posted on Facebook since the campaign launched last week and the moderators are bracing for more in the days to come.
One customer was “happy to get off the coupon roller coaster” while another lauded the “coupons and the sales.”
Some customers described their confusion while others pointed out sales and deals they received while shopping this past weekend at a brick-and-mortar location.
Brands remain important to one customer who used the invitation to ask jcpenney to bring back St. John’s Bay and “get rid of all the sleezy stuff you changed to.”
Other customers, however, continue to push for the return of the iconic J.C. Penney catalogue and wishbook, with some saying the decision to eliminate the books caused them to no longer shop at J.C. Penney.
Several threads posted in the past several days have included calls for the catalogue’s return and moderators remain mostly mum about the idea by often saying “thank you for sharing” and that the information was shared with the “appropriate team.”
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