It is time to talk about JCPenney and their new marketing strategies under Ron Johnson. It was possible to hope for a different outcome, but cracks started to appear before the fresh coat of paint was even dry. How effective is their aggressive jump into a new branding and sales campaign!
In a rush to implement new marketing strategies, like changes in pricing structure and store design, JCPenney forgot about their consumer. No doubt they were trying to attract a new shopper, or at least get her to shop more often. And in the meantime, they completely alienated current customers with a sudden shift in pricing and no incentives (coupons) to drive purchases. Sales have suffered and the perception of the previously solid retail brand has been damaged. JCPenney is suffering from an identity crisis. Not only are the trying to redefine what the retailer looks like, they have completely lost sight of who was buying items at their store in the first place.