J.C. Penney's latest marketing gambit...

J.C. Penney's latest marketing gambit: Apologizing

There are 5 comments on the MSN Money story from May 2, 2013, titled J.C. Penney's latest marketing gambit: Apologizing. In it, MSN Money reports that:

Apologizing is rarely easy, and it's harder still for companies that have made major mistakes.

Join the discussion below, or Read more at MSN Money.

Vince x 1943

Bedford, TX

#1 May 2, 2013
I just saw the plea for customers to come back to J.C.Penney. Why did it not read JCP apologizes to former J.C.Penney clients.

Tell me does that include the OLD people they were trying to get rid of.

JCP could have included the old with the new ,all they did was make the older people feel outed. I still continue to service these clients they are very hurt, Remember all of you some day you will be there .

Also what about the people that had to retire for one reason or another and lost benefits although that still had yrs of service left .(SCREW THEM RIGHT) I for one am still working although I left the company after 24 yrs of service because of the socialistic ways JCP implemented . I know I am blowing of steam but when you give a company almost 25 yrs of good service only to get ZINGED at the end doe not leave a good feeling

Since: Feb 13

West Lafayette, IN

#2 May 2, 2013
Vince: I guess I didn't read as much into the apology commercial as you did. I liked it. It seemed like it was being done by the same agency who was doing the Dear America commercials.

I talked to a woman today whose son retired last year from being a manager at a JCPenney's last year. He was going to retire six months later then he actually did but they offered him such a good severance package, he took it. She said it was better then if he had waited until retiring at the time he had planned on. Even if she was interpreting his package as better then it actually was, she felt he was very happy with his early retirement. This conversation started when I asked her how long she had been a JCPenney cardholder. She laughed saying she has been shopping at JCPenney all her life and bought all her children'a and now grandchildren's clothing there.
To me she represents "all those old customers" who were being excluded and I sensed no bitterness or lack of support for the company. Of course that is only one person who shared this with me, but I know I have had similar talks with other "old" customers over the past months. We continued seeing "old" customers but many just kept not finding the merchandise they were used to finding for years (SJB, cheap panty hose, elastic waisted pants for their husbands). However, they kept coming back anyway even without the apology commercial.

I do think there was a segment deliberately excluded and those people could have been old, too, but it wasn't specifically older people. There were trim and fit customers of all ages who found clothing that they liked. They might have been in their 70's or 80's or even as young as teens.

I know how you are feeling as my husband went through exactly the same thing at his long term career several years ago. It used to be that loyalty to one's employer/company meant guaranteed employment until one retired. His profession was especially well known for that. That was our first experience with ageism - getting "restructured" out of a job only to be replaced with two or three younger and cheaper employees. That profession is still going strong almost 2 decades later with all the streamlining, eliminating the middle man, having fewer employees doing the work that used to be done by several and loss of job security. It is a shock when one's company joins that way of cleaning house, but this is much more common then one might think. I don't blame you for wanting to vent. That is natural. I am glad you have moved on and found a career that meets your needs much better.
J King

Plainview, TX

#3 May 4, 2013
Please bring back the familiar lines. My family and I miss the St. John's Bay line so much.
Thank you!
Ky girl

Lexington, KY

#4 May 4, 2013
Thanks jcpenneys love the ad. I'm not employed anymore but hated to see the business go. Penneys is an American institution. I was raised on Penneys. Please continue to listen to the our loyal customers they deserve it. No reason you can't supply the needs of all. Good luck, in my prayers. Do not want to see anyone else lose job.
Anony mouse

Lexington, MA

#5 May 6, 2013
J King wrote:
Please bring back the familiar lines. My family and I miss the St. John's Bay line so much.
Thank you!
St. John's Bay is BACK!! Go see for yourself. It started arriving in March! The next set-planner includes an EXPANDED section of it.

I have never understood the appeal of St. Johns Bay; their ladies' styles are boring & repetitive, though admittedly of fairly good quality. I guess, whatever sells...

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