JC Penney Had the Right Big Idea, But Flubbed the Details
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JC Penney is running a spot entitled “It’s No Secret,” in which the company apologizes for not listening to its customers and all but closes the book on its failed no-sale experiment. I want to get in a few words before that experiment becomes marketing history.
Penney didn’t fail to listen to its customers. They, like all of us, wanted to hear the truth. The company failed to deliver on it, and now it has announced that it’ll go back to lying … because that’s what customers want?
There’s an old saying that “retail is detail,” and that’s where the company failed. It did loads of things wrong, from trying to make the stores look like Targets and declaring Apple-like pricing, to creating advertising and merchandising that was visually lifestyle-rich, and utterly bereft of any substance or utility.
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