Initial JCPenney changes seen as positive
22.05.12
. “While as a journalist I bring a healthy amount of skepticism to the
table, I feel pretty good about what the future holds for JCPenney,” she wrote.
The retailer recently rolled out a new pricing strategy, a new 96-page monthly catalog meant to
replace weekly circulars, fewer in-store signs and a change in policy that allows any employee in
any department to approve the return of an item.
The retailer’s new CEO, Ron Johnson — the man behind Apple’s Genius Bar — announced the changes
a few weeks ago, and stores began rolling them out at the beginning of February.
Among analysts, there was a little apprehension about the changes.
“When the CEO starts his strategy discussion with the phrase ‘Call me crazy ...’ one had to hold
one’s breath,” said Matt Wilson, who follows retail for SBC Advertising.
And even after JCPenney stores began sporting their new look, some regular customers just
shrugged.
Even so, the idea of monthly sales geared to what customers actually want to buy that month —
while hardly revolutionary — does indicate that the longtime retailer is focusing on customer
desires.
Source: Columbus Dispatch