MediaPost recently posted an article about JC Penney’s new ‘fair and square’ ad campaign. In the article, Howard Davidowitz, of Davidowitz & Associates in New York, believes that ‘JC Penney is a train wreck. It’s much more disorderly than it used to be.” I wouldn’t exactly describe them as a train wreck at this point. I would simply define them as ‘in transition’.
I will agree with him on one point in that unveiling a new pricing strategy to consumers before improving merchandise and assortment in the store could backfire. With Ellen as a spokesperson, it certainly deviates from the image I currently have of JC Penney. With any spokesperson, they should evoke the same feeling and image that consumers would experience with your brand. If JC Penney is going to have Ellen as their spokesperson, they have to follow through with this image in their stores.
While the article talks about how it will alienate its existing customer base, I think you need to look at the other side of the coin. JC Penney could appeal to more people with the new pricing strategy. The campaign is designed to deliver simple, honest pricing, month-long values, and hassle free returns. While it may alienate a portion of their existing customers, can they offset it by turning the heads of enough non-shoppers?
