January 30th, 2012 from AdAge
JCPenney will be promoting “fair and square” pricing, a new strategy that all but eliminates their sales promotions, but are they alienating their core customer? AdAge reports:
"No matter how successful the new book and other forms of advertising are, we do think there will be pushback in the current über-promotional environment as consumers adjust," said Michael Exstein, an analyst with Credit Suisse. In addition, he said "since improved marketing is a much quicker fix than the actual in-store experience, we think the company is at risk of overpromising the in-store experience, at least initially, with the new … advertising."
After recently changing their big book catalog with 25 specialty “look books”, JCPenney is making big changes, and need to make sure they are still connecting with their core customer.
http://adage.com/article/news/jc-penney-reinvention-bold-bet-fail-safe/232406/