JC Penney Promotes New Sales Strategy
Retailer's multi-channel ad campaign attempts to wean consumers from roller coaster of weekly sales promotions and coupons.
JC Penney has turned to email, YouTube, Facebook, Twitter, and TV to promote its new “Fair and Square” pricing strategy, which takes effect Wednesday.
The retailer plans to introduce three price types: everyday, regular prices; month-long values; and best prices that take effect on the first and third Fridays of each month.
“On 2.1.12 the madness ends,” reads a message on JC Penney’s Facebook “Insanity” page. “But until then, enjoy the biggest and best-ever crazy and exhausting and totally confusing sale ever.”
Two email messages from JCPenney this week also promotes that theme. “It’s Madness,” reads the subject line from an email delivered Jan. 29. “Everything Changes 2.1.12,” reads the subject line on a message sent two days before that.
A video posted on JCPenney’s YouTube channel also promotes the new pricing strategy. One week after it was posted Jan. 23, it received 100,000 views and 300 comments with mixed reactions.
“Hate the commercial! Annoying! No_ more sales and coupons means no more jcpenny shopping for me!” complained 1katiebella on YouTube. “it’s funny because jcpenny is notorious for their weekly ‘BIGGEST SALE OF THE YEAR’ promotions,” countered bishflakes. “the new leadership is acknowledging how silly these promotions are and poking fun at them, highlighting the changes they plan on making.”
However, a search for “JC Penney” on Google Tuesday morning didn’t turn up any paid search advertising that incorporates that message, potentially a missed opportunity for the retailer.
