J.C. Penney Apology: Company Tells Customers 'Come Back' (+Video)

J.C. Penney apology: Company's new ad campaign tells customers they can expect changes based on their feedback.
J.C. Penney Apology: Company Tells Customers 'Come Back' (+Video)
Zachary Stieber

J.C. Penney apology: Company's new ad campaign tells customers they can expect changes based on their feedback.

"It's no secret. Recently, J.C. Penney has changed," the company tells customers in a new ad campaign.


"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. To hear what you need to make your life more beautiful. Come back to J.C. Penney. We heard you, now we'd like to see you."

A spokesperson told Forbes that the new campaign will run nationally for a couple days this week, before Mother's Day.

“In addition to broadcast, they can be viewed online through our social media channels to encourage more customer dialogue,” said the rep.

“We want to give customers our assurance that what they loved about JCPenney’s ­ trusted brands, great style and affordable prices ­ will be inherent to every shopping experience,” she said.

“This campaign sends a clear message that we listened,” said a rep. “We’re doing everything we can to bring customers back.”

Joey Thompson, a company spokesman, told Bloomberg that developing the ad began a few months ago, after executives starting reviewing customer feedback. 

The problems reportedly began when Ron Johnson, now the former CEO, began rebranding the retailer by getting rid of discounts and dozens of brands in favor of ones that attract younger shoppers. 

After Johnson implemented his makeover, sales fell 25 percent and the chain posted a net loss of $985 million in Johnson’s one full year at the company, according to Bloomberg.

Customers commenting on the ad on YouTube are having mixed reactions to the ad. Some think there was no problem.

"I totally don't understand what they did wrong in the first place," said Priscilla Martinez. "Their rebranding definitely worked on me. I used to think this place was so tacky, but their new clean image was really attractive and they have great merchandise. It's all also very affordable."

Others said they would not return because of the lack of coupons and deals.

Still others said the ad campaign was well done.

"Sure, I'll come back to your stor," said PaulRevere731. "I use to buy lots of clothes from you. After recent visits over the past year I couldn't find what I liked to wear any longer. Simple clothes that the majority of people wear. All I saw were hip clothes with large words and pictures on them. Hope to see something more normal now. I'll visit soon."

Related Topics