I don't watch many commercials these days thanks to modern-day TV-watching conveniences, but last night I happened to catch a new JCPenney commercial that made my jaw absolutely drop. In the commercial, titled "It's No Secret," JCP apologizes to customers for the changes they've made in recent months and practically begs shoppers to come back. It made me feel uncomfortable to see such a big brand behave so desperately, but at the same time, I knew exactly what they were trying to accomplish. Poor JCP's sales have plummeted ever since they tried to offer customers everyday low prices while eliminating things like coupons and sales. As it turns out, shoppers are not rational. They don't want everyday low prices - they want deals! And so, JCP is changing course once again by raising prices and bringing back sales and coupons. Sounds crazy cakes, doesn't it? And yet that's how things have played out.
This quote from ScienceNews sums up the entire situation perfectly: "We see a $14 shirt, and conclude based on its price that it must be a low-quality garment made in a sweatshop somewhere by overworked, underpaid workers. On the other hand, seeing a red line through the $50 price tag on a shirt that's marked down to $14 indicates to us that the shirt is of high quality and that for $14, it is a steal."
I love a good deal, too, don't get me wrong, but at some point - maybe it was the early 2000s - I noticed that my $30 t-shirt from the Gap was just as lousy as my $6 t-shirt from Forever 21. So I stopped shopping at the Gap, waiting for sales, etc. and started shopping at Forever 21. I still get a kick out of seeing a red line tag or scouring the clearance racks at Target (I'm only human after all) but the rush isn't as big. My time is more important now-a-days, so I'd rather just be able to shop low prices all the time at JCP and not have to fuss with sales or coupons, be they mobile, printable or online. Apparently, I'm in the minority.
What do you think of JCP's new ad? Have you seen it? Will it woo you back? Were you rooting for the new JCP to succeed?
Well, I heeded her suggestion and found six really, really cute dresses! It was so hard to decide. I kept two and have worn them multiple times to events and weddings.
It opened my eyes to go back to JCP. While the store still FEELS like an old school department store (Sears too), they have cute things at great prices.
The ad made me kinda sad too. I want stores like that to stay open.
Whenever I needed a specific item, but didn't want to shop around, I went to JCP (pearl stud earrings, certain color cami/shirt, etc). I wanted to buy one in every color of their cardigans, but they sold out of talls online
As a person with textile background, those JCP things are actually decently well made at that price point. It's a huge shame.
So I never settle on shopping full prices anywhere because I know there's probably a promotion or sale going on or will be soon. If I miss it, a similar promotion will probably be going soon.
But my days of rushing to use a coupon are long gone. Since there are so many options for the similar quality these day, I know I'm bound to find what I'm looking for the price I'm willing to pay somewhere.
Their brands are stylish and the quality is far better than anything at Forever21 and H&M. They may be bringing back sales, which is fine, but they need to decide quickly on who they are serving. I think the smart money is on the younger, 20s/30s crowd who shops often.
Just my 2 cents
Also, I personally love JCP's marketing strategy of everyday low prices as opposed to the "sales" that everyone else has. I have no idea why they're doing so badly.
This might have been due to my past experience working in retail, so I know that the average consumer will only look at prices, coupons, and sales in stead of the whole package.
After my local store remodeled, I stopped by and I was shocked at how cute their stuff was. The Joe Fresh line is really great. I recently went dress shopping at JCP, and came home with two dresses that I love, and both were under $20. Also snagged an awesome thin neon sweater for $8 on clearance.
They ought to market to late 20s to early 40s, people who are past the hyper-trendy Forever 21 and crap-quality Old Navy, but maybe don't have enough cash for the $$$ stores like Loft and JCrew - which seem to be my only other options as a 32 y/o. H&M is quite successful with that age group, too.
I don't know why this isn't more successful. It makes me sad for them.
I'd also add that at my mall the JCP is a much better managed store than Macy's. The dressing rooms are clean, and you don't have to wander all over looking for a cashier with someone there.
I suspect that the new management, whoops - the old management that's come back, will end up reaping the benefits of the big change.
We used to shop at JCP all the time when I was growing up but then the mall that housed it went downhill, neighborhood changed and JCP ultimately closed its doors (The Brickyard Mall for those who grew up on Chicago's north west side).
But I digress - rumor has it JCP is bringing back St. John's Bay so maybe they are beginning to listen to their core customer base.
I have heard several complaints about them taking St. John's Bay out, and I get that, along with the selection apparently not being as plentiful as before. I'm sure the inventory isn't as heavy as before to increase the aesthetic of the store (which I appreciate) and therefore stores are a LOT less cluttered and tacky looking and look much nicer!
I will still shop there, too, because I have many core items of my wardrobe from there that have lasted over time, despite the reputation that their items are cheaply made, etc.