A while back we told you about JC Penney’s new tactic: canning the big weekend sale and the coupon circular in favor of the Wal-Mart, “low-prices-always” model. Well, nobody’s buying it.
By offering year-around low prices, JCP wanted to change the customer’s belief that ‘the coupon is the golden key that unlocks the door to the biggest discounts’. But experts say consumers have a strong relationship with their coupons and aren’t likely to give them up anytime soon. “We learned coupons are a drug. They really drove traffic.” Consumer Affairs
In fact, business is down 20%, a loss of $160 million. Of course, JCPenney’s CEO says, no, this is still the right idea. You just haven’t caught on yet. It’s YOUR fault, dummies! (I may have added that last bit.)
So what’s the deal? (I’m asking.) Are you a JCP fan? Have you strayed? Do you miss The Big Saturday Sale? Is there less urgency to get there without some big sale that expires at 9pm? Let us know. And have a great weekend!