J.C. Penney is sorry. The company put out an ad today apologizing to its customers for the recent changes at the store.
J.C. Penney’s sales have plummeted recently, and the company wants its customers back. The store fired its CEO, Ron Johnson, after 17 months in the job. Johnson implemented several changes to rejuvenate the store, but the changes ended up alienating loyal customers.
Now that Johnson is gone, J.C. Penney is hoping to get some of its customers back.
The commercial, which shows several potential customers, says that the company has learned from its mistakes and is ready to listen to its customers.
The voice over states: “It’s no secret, recently J.C. Penney changed. Some changes you liked and some you didn’t, but what matters from mistakes is what we learn. We learned a very simple thing, to listen to you. To hear what you need, to make your life more beautiful. Come back to J.C. Penney, we heard you. Now, we’d love to see you.”
The ad, called “It’s No Secret,” doesn’t deliver any specifics but it could help smooth things over with the company’s former customers.
J.C. Penney Media Relations Director Daphne Avila said: “We want to give customers our assurance that what they loved about J.C. Penney — trusted brands, great style and affordable prices — will be inherent to every shopping experience.”
Here’s the new J.C. Penney ad.
According to Forbes, J.C. Penney lost about $4 billion in revenue during Johnson’s time as CEO.
Do you think the new commercial will help turn J.C. Penney’s sales around?