What to Expect: J.C. Penney’s New Pricing Strategy
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(Image credit: Matthew Staver/Bloomberg/Getty Images)
J.C. Penney is betting that its new “Fair and Square” pricing strategy, which takes effect Wednesday, will lure customers into the store year-round instead of only at sale and promotion time.
J.C. Penney CEO Ron Johnson announced the new pricing strategy last week in New York, saying it would encourage customers to visit the store 12 times a year, for 12 ”month-long values.” Johnson said in an interview with the Associated Press that the store’s No. 1 competitor was not another store, or the Internet, but “ourselves and our way of thinking.”
Johnson said he believes customers are insulted by department stores’ usual strategy of offering items at high prices, then offering discounts.
“Customers will not pay literally a penny more than the true value of the product,” Johnson told the AP.
Peter Wahlstrom, a senior analyst with investment research firm Morninstar Inc., called J.C. Penney’s three-tier pricing strategy a “dramatic undertaking.”
The company, based in Plano, Texas, will first offer its lowest or “best” prices on the first and third Fridays of every month.
“What the company figured out is customers aren’t coming into the store frequently enough,” Wahlstrom said. “They’ve been conditioned to only look at things at a discount.”
Informing customers that items will be on sale starting on two specific days a month may help manage shoppers’ expectations and provide some information as to whether prices will be marked down further, Wahlstrom said.
The company will also offer “month-long values” on specific items, which will also help shift the customer mentality of waiting for additional price drops.
Wahlstrom said the month-long pricing strategy could open a can of worms, however, if customers delay making purchases in the hope that items will go on sale later.
Third, other items will be priced in red, indicating everyday, low prices that will be about 40 percent off 2011′s retail prices without coupons or weekend sales. Wahlstrom said the monthly and clearance sale items could be be loss-leaders, which means the department store will not make much or any money on them. But J.C. Penney is counting on customers’ also purchasing products from well-known national brands, such as Martha Stewart and Liz Claiborne.
J.C. Penney has put its focus on fewer, “more relevant” brands, as Wahlstrom described them, and less on private brands that are “less efficient,” such as Arizona and Worthington.
“You want that customer to come back and frequent your store, but you don’t want them to just shop for items that don’t make you any money,” Wahlstrom said.
Wahlstrom said the new pricing strategy “makes sense” for the company’s goals, but the company still had a tough road ahead in proving itself to customers.
“It’s not going to be a straight line. It’s going to be fairly choppy. There will be growing pains along the way,” said Wahlstrom.
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JC Penney makes me crazy with their sales method. The sales tickets with a percentage off is a math maze. How hard is it to simply do a one-step discount of say 50% off?
Posted by: jonnie | January 31, 2012, 9:48 am 9:48 am
Let’s hope JC Penney TRULY sells at reasonable prices, because their prices are actually not enticing enough to even set foot in their stores, same as Sears. Hopefully other merchants will follow suit, like Publix. Publix makes ads with their “great” pricing as being the main focus, yet Publix is the highest prices grocery market in town.
Posted by: Jiji Moran | January 31, 2012, 10:34 am 10:34 am
I’d like to know why there’s a sale price every week now and before … all these advertising costs and printed material is ridiculous. Offer an item at the real price, after a week discount, and more the next week and so on.
Posted by: oldlady120 | January 31, 2012, 10:35 am 10:35 am
THEY NEED TO TAKE OFF THE SCREAMING COMMERCIAL!! I WILL NEVER GO THERE. THEY HAVE ASSAULTED ME WITH SCREAMS IN MY LIVING ROOM TIME & TIME AGAIN. ENOUGH ALREADY?
Posted by: MrE_mann | January 31, 2012, 10:46 am 10:46 am
I agree about that screaming commercial, we have to mute it or change the channel because it is the most annoying commercial these days.
Posted by: LadySadie38 | January 31, 2012, 11:09 am 11:09 am
I hope the next thing to go is all those stupid plastic discount cards that every grocery and drug store seem to have now. Has it been proven that having a keychain full of little mini versions of shoppers club cards improves customer loyalty?
Posted by: Agingdiscoqueen | January 31, 2012, 11:35 am 11:35 am
It is distressing to hear they will be de-emphasizing Worthington. It is the one “professional-looking” line available at a reasonable price. With loans and doctor bills, it si a challenge to arrive at a professional position not looking like a teen or a homeless person. Worthing was professional-looking clothing at a reasonable price.
Posted by: Chidem | January 31, 2012, 11:58 am 11:58 am
Sadly I can no longer shop at JC Pennys and it was my favorite place to shop for casual and work / business attire. I am short but not petite and they along w/ Kohls no longer carry short pants. Also the material at PEnnys and Kohls are the same and fall apart after a few washings.
Posted by: Shortpersonnotpetit | January 31, 2012, 12:54 pm 12:54 pm
I buy just about all my work clothes from JC Penney, always have. I have ordered online and been very satisfied; and every time I shop at Penney’s I find outstanding deals. I have no complaints, except for their latest ad. All that screaming is horribly annoying! And it is so not JC Penney’s style.
I have just one more complaint. Whose brilliant idea was it to name a clothing line for older women Sag Harbor? Please, people. I am in my mid-50s and refuse to purchase anything with a tag that says Sag Harbor — how terribly unflattering.
Posted by: carole | January 31, 2012, 12:56 pm 12:56 pm
This man does not understand the psychology of women and shopping. Women are naturally inclined to be bargain hunters. Part of the thrill and allure of shopping is finding that great item at a great bargain. It triggers endorphins in our brains and makes us want to keep coming back for that same high. Having this kind of pricing will make us feel consciously and unconsciously like we’re not getting the best deal. It won’t work. I give it 6 months.
Posted by: Carolyn | January 31, 2012, 1:08 pm 1:08 pm
@mre_mann I agree. After being assaulted and insulted by those screaming commercials, I have sworn not to shop Penneys again. They also have an issue with their store set up. They are cramming so much merchandise in and the racks are so close together, that it is hazardous to walk about. I am 5’3″ and those racks catch me at eye level. And forget trying to push a wheelchair around. I could not get my mom in to see what was available to her because the racks were too close together. Done with Penneys!
Posted by: karen | January 31, 2012, 1:14 pm 1:14 pm
I’ve never been a major Penney’s shopper, but their recent “screaming” commercials have turned me off for good!
Posted by: PauletteB | January 31, 2012, 1:36 pm 1:36 pm
The new pricing will drive me away from JC Penney. I went to the store on 6th Ave. in NYC yesterday for the first time to buy an item. Under the old pricing, it sold for $45, and when on one-day sale it sold for buy one, get the other free. That was 2 for $45. I have bought four of them before. Now it’s $30 each with no possibility of sale. The same goes for other items I wanted to buy. Their prices are jacked up with no possibility of reduction anytime soon. They just lost a long-term customer. I’m through with shopping there for now!
Posted by: Lawrence Sholate | January 31, 2012, 1:38 pm 1:38 pm
@Shortpersonnotpetit: Sag Harbor is an upscale village on New York’s Long Island. You need to work on your self-image, geography skills, or both!
Posted by: Pauletteb | January 31, 2012, 1:44 pm 1:44 pm
@PauletteB: Not everyone is well versed on upscale Long Island locales…I too have always chuckled at the shortsightedness of the name. Regardless of its meaning, the image I see in my mind is not one I want to pay any money for. Haha!
Posted by: celiz66 | January 31, 2012, 2:27 pm 2:27 pm
Is it me or does this sound even more complicated than before? Oh well, its better than Buy One Get One Half Off. Just sell me a pair of pants, geniuses.
Posted by: Brian Levine | January 31, 2012, 3:07 pm 3:07 pm
Wish they would go back to an OLD ad I saw in a scrapbook. Not sure of the year, but simply put it stated that JC Penneys will NEVER have a sale, as their everyday price is the lowest possible. I’ll have to see if I can find that old ad and send a copy into Penney’s headquarters along with all the current sale ads I get and ask the when they changed their philosophy….LOL
Posted by: Lisasbunnies | January 31, 2012, 3:15 pm 3:15 pm
I intend to visit the store no times a year.
Posted by: Aaron Ververs | January 31, 2012, 3:28 pm 3:28 pm
To get even with your commercial I think everyone should go into JC Pennies with an Air Horn & just start blasting away. & hey if you don’t have an air horn just scream like you just witnessed a murder. Why would they assault us & then think we’ll shop their? Very bad business practice, but hey I guess it’s lack of respect the new future we live in.
Posted by: MrE_mann | January 31, 2012, 3:56 pm 3:56 pm
PauletteB, I made the comment about Sag Harbor. I don’t care what kind of community it is, I feel that “sag” is an unflattering word, especially regarding older women who tend to sag somewhere, because everything heads south after a certain age, not just retirees. You don’t have to be so nasty with your comment.
Posted by: carole | January 31, 2012, 4:05 pm 4:05 pm
I thought I was the only one that hated those new commercials… WTH were they thinking to produce a commercial like that… I too must change the channel or mute it… I have been shopping at JCP for many years but that ad just turned me right off to the store. I guess it’s the advertisers we must blame…. Idiots…
Posted by: Georgia | January 31, 2012, 4:08 pm 4:08 pm
I hate to break it to the people in charge of JC Penney, but relying on people to buy things that aren’t on sale in addition to the sale products isn’t smart. I, for one, don’t feel more inclined to by things not on sale when everything else I’m buying is on sale. I turn away from it. Just my opinion on the matter.
Posted by: Mary Keating | January 31, 2012, 4:39 pm 4:39 pm
I am interested to see how this works out. If it works, it could revolutionize the retail industry. If it doesn’t, it could lead to embarassment on a McDonald’s “Arch Deluxe” sized scale, or even the demise of the company.
It’s gutsy. I agree with the theory: to get people to come in every day, not just on sales. But, with every other retailer in the industry still doing monthly sales, it could backfire. People might just take business they would have given Penny’s during a sale and give it to their competitors during their sales rather than to Penny’s the other 30 days of the month.
Irregardless, they have to drop the annoying screaming commercial. It might be the worst commercial I’ve ever seen.
Posted by: Paulie Vegas | January 31, 2012, 5:57 pm 5:57 pm
As far as I am concerned, I will never step into a Penny’s store again.
I have been assaulted one too many times by their horrible commercial. I mean, for heaven’s sake, the same screaming nonsense repeated 4 or 5 times within 10 minutes is absurd.
If they think that ad will get me to shop there, they are nuts! I wouldn’t shop at a store where the executives would approve such an absolutely crappy commercial. No good judgement at all!
Posted by: Linda | January 31, 2012, 6:13 pm 6:13 pm
I want to see the quality versus price before I decide anything. I’m a bottom line shopper. I don’t care what % off you tell me something is. If it’s not the quality I want for a price I think is reasonable, I will not buy. On the other hand, if I think it’s a good price/quality combo, it doesn’t have to be called a sale item for me to buy. I can’t imagine I’m the only woman out there who is interested in the idea of having a go to mid class store where I can find an fair price if I need a new item. I like to shop, but I don’t like running from store to store hunting sales.
Posted by: Brenda | January 31, 2012, 6:27 pm 6:27 pm
The screaming ads have cinched it. They are an insult to my (and most humans) intelligence and integrity. I will not be shopping at JCP. Period.
JCP should take note, for every customer who speaks out on a subject, there are a bunch more thinking the same thoughts in silence.
Posted by: C. Davis | January 31, 2012, 6:42 pm 6:42 pm
True, the ads are annoying ~ but they got your attention and you remembered who they were… sounds like a win for the ad agency
Posted by: SoCalGal2011 | January 31, 2012, 8:49 pm 8:49 pm
Time to short the stock. It has little chance of going any higher.
Posted by: Bingo | January 31, 2012, 9:30 pm 9:30 pm
We hate your screaming commercial. We change the channel as soon as it comes on. I will not be in your store until they come off.
Posted by: Bert VanDusseldorp | January 31, 2012, 9:33 pm 9:33 pm
I posted one (1) comment, “Time to short the stock. It can’t go much higher.”, and I get a reply that says I am posting too quickly, slow down. What? I only posted one comment!
Posted by: Bingo | January 31, 2012, 9:33 pm 9:33 pm
Please please please please please!! JC Penny: take that awful commercial off the air! It’s terrible and annoying = I always mute it or change the channel when it comes on. What advertising agency did you use for this? You should fire them. ASAP. After, of course, you take that terrible ad off the air.
Posted by: IHATETHATJCPENNYCOMMERCIAL | January 31, 2012, 9:56 pm 9:56 pm
Can you say backfire? I am a loyal customer who is so ticked off at those ridiculous commercials. the screaming and the repetition of the screaming actually makes me angry. I will not walk into that store.
Posted by: Donna | January 31, 2012, 9:58 pm 9:58 pm
This the most stupid commercial I have ever seen
Posted by: J | January 31, 2012, 10:01 pm 10:01 pm
JCP pay attention…the public HATES your screaming commercial. We all mute it and/or change the
channel. I have NEVER watched it…once I hear the first screams it’s gone. You have messed up and need to remove this ASAP!!!
Posted by: Sharon | January 31, 2012, 10:22 pm 10:22 pm
Every time I have to mute this comm, last count is 12, is one more time I will not visit JCP, whenit gets to 15, I will never visit another JCP, in my home town we have WM and JCP, sorry from small town America….
Posted by: Hate Screaming | January 31, 2012, 10:25 pm 10:25 pm
I absolutely HATE the screaming commercial. I do not understand what it even means. Yes, you are right it got my attention but not in a good way. Me, my family and co-workers think it is horrible. I don’t know about your new price method, I suppose time will tell. Good luck I hate to see an old stand-by anchor store fail.
Posted by: JCPCOMMERICALHATER | January 31, 2012, 10:44 pm 10:44 pm
I HATE YOUR COMMERCIALS ALSO. I WOULD NEVER SHOP AT A PLACE THAT SHOWS SUCH DISRESPECT. YOU HAVE ASSAULTED ME THRU MY TV. IS THAT YOUR PLAN? Also , GEICO’s screaming weee PIG is just as bad. THESE COMMERCIALS MAKE YOU RUN FOR THE REMOTE & INTERUPT WHATEVER YOU’RE DOING. THERE SHOULD BE A LAW AGAINST THAT!!!!!!!!!!!!!!!!!! Try soothing society, try helping people. NOT GETTING ON THEIR NERVES.
Posted by: hhh | January 31, 2012, 11:47 pm 11:47 pm
I loathe this AWFUL commercial!!! Every time it airs I hate JCP for it even more!
Posted by: hhh | January 31, 2012, 11:49 pm 11:49 pm
Last ditch effort before they go out of business.
Posted by: Atheists are smarter | February 1, 2012, 1:12 am 1:12 am
STOP THAT HORRIBLE SCREAMING AD. MAKES THIS CONSUMER ANNOYED !!
Posted by: PAT | February 1, 2012, 2:41 am 2:41 am
i went to my local penney’s store this past sunday, and i noticed a few items that i already purchased there with their new pricing. both of the items i purchased on sale for cheaper than what they are priced at now. i don’t buy anything (from penney’s, kohl’s, macy’s etc.) unless it is on sale and even better yet if it’s on sale and i have a coupon. and why in the world would they make their “sale” days fridays??? most people do their shopping on weekends. last thing in the world i want to do on a friday is go shopping in the slim hopes that i will receive some sort of sale. i for one will no longer be shopping there and i plan on canceling my credit card also
Posted by: chica | February 1, 2012, 2:01 pm 2:01 pm
We are frequent JCP shoppers and we loved this store till the recent visit on Sunday 1/29. Prices were changed and I felt very expensive. St.John’s bay which preivously I got in sale for $10 with $5 off $25 coupons is priced $30. I would never got for it when I can get GAP or Banana Republic at the same price. We used to love the sale at JCP and I don’t think we will shop much now if it stays the same.
Posted by: Sweetu | February 1, 2012, 2:56 pm 2:56 pm
I went to my JC Penney store today and am afraid I’ll never return. It was so boring. Always this time of year there is so much merchandise marked down with their pink price tags. The store looked sterile, and void of anything that resembled a sale. I’m hoping shoppers will start tweeting and blogging that they can’t stand the change. “I’m mad as hell!”
Posted by: judy | February 1, 2012, 9:06 pm 9:06 pm
Why would anyone pay full price when all the other stores are offering discounts and coupons. I’m not paying over $50 for Levi’s just to have some trustful relationship. Yeah, that’s what the customer service said today. DONE!! I think they are too.
Posted by: Sherri | February 2, 2012, 10:00 am 10:00 am
Go to JCP.com then “contact us” and tell them about the awful commercial and your other complaints. I just wrote to them AGAIN. The commercial is horrible and so is the horrible “music” they play. Sephora blasts loud rock music all thru the women’s dept so I can’t shop for clothes there. I doubt anyone at Penneys is reading the comments here so go to them and tell them. Let’s bombarde them about the commercial.
Posted by: Southerngal | February 2, 2012, 4:40 pm 4:40 pm
I was in the store on Wednesday. I picked up 4 dresses (very nice ones too), 4 shirts and a pair of Worthington work pants (Month special of $18), I spent only $70. I love their new strategy. There are clearance racks marked “Best Price”- $4, $10. You can find some amazing deals now. The pricing is much better and I plan to go in today for their first Friday of the month sale.
Posted by: Shannon | February 3, 2012, 8:41 am 8:41 am
If you went to the store prior to February 1, prices were different, I agree because I was in on the 28th. You have to be cogniscent of the sale signs, they do not say SALE. They say Best Price now. Change is never easy- but I am more likely to frequent the store now for work clothes especially.
Posted by: Shannon | February 3, 2012, 8:42 am 8:42 am
Prices are higher now – it’s pretty easy to see that all they’ve done is raise their prices. they are framing it as being honest, but if they were honest they would tell their customers that they just need to charge more. I predict this wont last long !
Posted by: ivykitty | February 3, 2012, 11:15 am 11:15 am
What about the $10 off any $10+ purchase coupons? Those were my favorite! I got more of those this past year than ever before, and now they’re gone? =(
Posted by: Kristen | February 3, 2012, 3:45 pm 3:45 pm
I work at Jc Penney’s and unless you are customers that have shopped with us for YEARS then I’m sure you don’t fully understand the new pricing strategy. When you used to come in and see a sign saying “original price $65.00 Sale price $24.99″ and you bought it for the sale price, well now it is that sale price EVERY SINGLE DAY! And the clearance is better than ever! Instead of just clearancing items when they are out of season, we mark them down the first and third Friday of EVERY month. Quit complaining about coupons the sales are better than your coupons now.
Posted by: Lauren Brumfield | February 3, 2012, 11:51 pm 11:51 pm
They finally removed the screaming comm’l, and are now running annoying “auction” comm’l. Only marginally better, but still I run for the mute button!
Posted by: Jan Kessler | February 5, 2012, 1:10 am 1:10 am
At first I was happy to hear no more sales gimmicks until I saw the prices. I bought my blinds and curtains from JCPenneys. I had done half my house when we moved in was about to do the other half and now the prices are much higher then what I paid “on sale” last year. They also got rid of alot of the styles overnight. I wish I had know this I would have brought the rest last month. Now I have to search to find matches or pay an extra $350.
I scanned the prices on other items and prices were still better during sales. I live in a warm climate and buy shorts constantly for my growing sons. At Kohls I get shorts between $3-12. The shorts are $20-25 (same or similiar brands) at JcPenney now. No bargains.
Posted by: Christine | February 6, 2012, 12:09 am 12:09 am
I checked out the new pricing for the first time this weekend. First of all, the store was boring and sterile looking. It had no personality and was simply not a fun place to shop. I bought a t-shirt there a few weeks back for $7.99 on sale, and its new low price is $12. I loved bargain shopping at Penney’s, and I will miss that. I honestly don’t see myself shopping there as much with the new system. I think this will prove to be a big mistake.
Posted by: Susan Leigh | February 6, 2012, 11:42 am 11:42 am
I am not sure how they came up with this idea.I love to shop for bargains. Sadly I think this will hurt Penneys. I went to the store recently and their everyday value on a mattress pad was much too high. In the past I would have waited for the item to go on sale or I would have waited for one of their coupons. I was told by the clerk that the everyday price was just what it was and it wouldn’t be lower. I left Penneys that day and went to Target, where I purchased a very nice mattress pad that was the same quality. I paid 10.00 less than the Penneys mattress pad. I love certain brands that only Penneys offers. I hope that they will realize that this is a mistake. I have talked to many other women at work and we all feel the same. We will not be able to afford the “everyday” value.
Posted by: Gilda | February 6, 2012, 10:31 pm 10:31 pm
Although disliked, the commercial got a lot of attention. A commercial isn’t going to change where I shop. I like JcPenneys but I also like the challenge of what a coupon offers. It’s the mental part of the buy — “I saved money!”
Posted by: janfnf | February 7, 2012, 10:18 am 10:18 am
Being an employee and watching all the changes. All Ron has done is change the price to the nearest dollar, arranged the signs to look like Kmart, and implemented a new refund policy. To make up for possible loss or help his bottom line he has cut employees hours. The stock team went from 25 hours a week to 4 hours a week. The full time people were forced to go to part time work and work a different shift or quit\retire. Some people in my store my loss their houses and I may loss my apartment, if he continues to do this to his employees. Thanks Ron !
Posted by: Stanley | February 8, 2012, 3:08 pm 3:08 pm
i went to jc penny in hereald sq which is usually bustling with cusyomers and it was empty!” bad move
Posted by: chrissy | February 9, 2012, 2:34 am 2:34 am
Hate hate hate the new pricing, and now they want to shove Ellen down our throats…….. I have spent a fortune there……..but no more…….am done!
Posted by: Beth MC | February 9, 2012, 2:12 pm 2:12 pm
I would never spend a dime at Penney’s . I was simply fired for( oh by the way I had top sales results that werent beat some 8 years later) because I was gay. Well back then we were real merchandise managers that worked our butts off and today they would never get away with what they got away with all because of someone’s sexual orientation. HOMOPHOBES !!! They deserve to choke and suffer like they made me suffer.
Posted by: Gary | February 10, 2012, 9:49 pm 9:49 pm
JC Penny has been my family’s favorite store. My grandma used to shop there, my mom shops their, and now I shop there. We never pay full price for something, we watch sales and wait for coupons. I think many Americans are this way, at least those who have to be.
There was some sort of victory felt in finding a bargain price, I got this for less because I waited a week, I got that for less because I used a coupon or my charge card etc. Khols gives you a scratch off at the register for an extra percent off of your total purchase when you use your charge card! That is value that I can see, this new JC Penny pricing makes me nervous.
We can tell that when a sweater says $60 and is supposedly marked down to $45 that this is a joke and we can wait until it is moved to the clearance rack for less. I think telling the American public that we dont realize when things are overpriced is a bit of an insult…I can certainly tell when things are marked high on purpose, it’s called common sense.
And as for the commercial, they make it seem like a big deal to have racks marked %50 off, or to receive coupons in the mail every other week. These are the tactics that work! And racks of clothes or appliances that have a %50 off tag means that the store has new merchandise in and they need to clear this old stuff out, this is a win win for them and for us! If I see that Penny’s sent out a coupon, and I already needed to go shopping for a particular item, I will go there first to look…because I have a coupon! It gets people in your store!! But they are going to stop doing this…because they didnt see people enough 12 months out of the year? That seems like they are going the opposite direction to me.
Posted by: KT13 | February 13, 2012, 10:23 pm 10:23 pm
I have shopped at Penney for years, went to a very nice store and was so disappointed. The new sale program makes Penney looks like a junk store. Sale is nothing like they used to be. Store was so trashy, remind me going to Ross. Very unhappy with Penney.
Posted by: Nita Cooley | February 15, 2012, 9:30 pm 9:30 pm
Over all the changes are awful. I think Kohl’s will eat their lunch (more than they already have been.) I’ve been shopping at JCP for 35 years, and this is the worst I’ve ever seen.
They have not lowered prices at all, and in many cases they have gone up.
They have cut hours at their stores (surprise!) Their competitors now have much longer/better hours.
The markdown schedule as no transparency. At Target, TJMaxx and Marshalls, you can better make the “now vs. later” decision by knowing the % off of the first (and subsequent markdowns).
The new advertising insults the consumer’s intelligence.
The “no coupon” trend is contrary to every other trend in the retail marketplace which coupons are discussed and shared on blogs all over.
The recent investments made in email and mobile alerts is now wasted. Don’t harass me with a JCPenney PR campaign, give me something that I can use. Which JPC is not doing.
Not every alert has to be price related. Tell me when new items arrive for my favorite brands.
Ping me with a price change on my favorite items/item numbers, a la ####.
The colors on the tags are backwards. With Blue (rather than Red) sale prices, JCP has aligned with KMart (blue light specials) and WalMart, rather than department store markdowns.
The store associates are not sticking up for the changes, they all hate them.
Monthly specials are ridiculous. Who does that? (unless your merchandise has no seasonality, such as vitamins or insurance). Sales need to be tied to seasonal events that affect the customer such as holidays.
The one (and only one) good thing I can think of is the free shipping of all catalog items to the store, regardless of order size. It used to be this way (10+ years ago), and was a big negative when they started charging non-refundable shipping for catalog items that you have never seen.
Posted by: Miserable | February 16, 2012, 7:53 pm 7:53 pm
Wow, I’m surprised at all the negative comments! I find Penny’s clothing to be of good quality and decent prices. I’ve always loved the sales, wasn’t sure I would care for the new pricing. But I’ve been there three times since they started the new pricing and I’m happy with it. As long as they keep the quality the same (or better), I’ll be happy. I don’t like change either, but come on, keep an open mind! I want the store to succeed. I want to be able to shop there. And no one I’ve read has come up with sensible arguments to not shop there. Honestly, I was there yesterday, I was amazed at how low some of the prices were. I didn’t have to wait for a sale to get my jeans and I felt comfortable buying three tops, feeling that the prices were at least fair. Don’t shoot yourselves in the foot because you don’t like the commercial or you haven’t given it a chance yet.
Posted by: Laura | February 22, 2012, 8:22 am 8:22 am
For every customer complaining, there are 10x more customer who love the new pricing. I can speak for many of my friends who are pleased with the changes. Keep up the great work JCP! It is a proven fact that people talk about negative more than those who feel positively. Let this be one who most likely represents the majority.
Posted by: Kristen | March 1, 2012, 9:41 am 9:41 am
The new process, prices and advertising is horrible. I used to shop weekly, and have now moved to just looking for the same or similar items from other retailers. I enjoyed the coupons for when I needed something, and the everyday prices are as high as other retailers or more, so not worth it for me anymore. I had a lot of items printed off for future purchases, so I can really see the high pricing impact. Nothing went down – all went up. It’s sad. I used to like JC Penny.
Posted by: Susie | March 7, 2012, 12:02 pm 12:02 pm
Obvious this pricing concept was developed by a man who does not understand the way women think. I use to shop there all the time but I think it is time to start finding a new favorite store.
Posted by: Lady Shopper | March 15, 2012, 11:31 pm 11:31 pm
I think the catalogs they send out cost a small fortune, it would be better to pass on a better price to the consumer than waste it on paper. I also think the prices are higher in some areas. For instance my husbands New Balance sneakers were 49.99 and now 50.00 but my faux leather handbag went from 35.00 to 50.00. That to me is a very high jump when I can go to Stein Mart and get one in leather for 39.99 and also an extra 20% off coupon. They made a big mistake in my eyes and will not be seeing me in the store again. I shopped their every week because the sales/coupons were so good, now Macy’s is cheaper. So here I come Macy’s and Stein Mart…..AND PLEASE stop those HORRIBLE commercials.
Posted by: Willetta | March 27, 2012, 9:55 am 9:55 am
No more JCP for me! I have spent thousands of $ with them but, no more! Just another way to screw their customers!
Posted by: cdt | March 28, 2012, 10:03 am 10:03 am
Wake up JC Penney. Your customer base likes sales & coupons! Your 1st quarter, 2012 earnings should send you the message LOUD & clear!!!!
Posted by: Karen | May 18, 2012, 4:05 pm 4:05 pm