jcp - Tragic Comedy at Funeratic

jcp

Has JC Penney learned nothing from the Gap? They have a very, um, patriotic new logo coming out.

"The new jcpenney logo, which combines the elements that have made jcpenney an enduring American brand, by evoking the nation's flag and jcpenney's commitment to treating customers Fair and Square. The square frame imagery will be evident throughout all of jcpenney's marketing, to remind customers to frame the things they love."

Yes, that's definitely what they will be reminded of. Not MS Paint.

–Scott Hardie • January 31 2012, 8:11am EST

Horrid logo. On another note on JC Penney, can you make sense of the ad below it? Is this an anti-sale ad? I see it on TV a lot but I don't even understand it. What is it targeting? What is all the anger about? Too many sales?

http://www.youtube.com/watch?feature=player_embedded&v=aj3PfcPuauM

–Samir Mehta • January 31 2012, 12:49pm EST

I saw something about this on The Today Show (or something like that) the other day. The idea behind the ad is that JCP is embarking on a new path akin to Wal-Mart's "everyday low prices" idea.

Where JCP was once known for having special sales all the time, and giant coupon campaigns, they're now going to try the approach of "why wait for a sale when you can get low low prices right now!?!"

Things will still go on sale, and they'll still have coupons, I'm sure. But their model will no longer revolve around the next big sale.

Note: I am using JCP as an abbreviation only in this post. In my head, I'm still saying JC Penney.

–Erik Bates • January 31 2012, 2:33pm EST

This is the second explanation of that annoying commercial that I've read today. If people have to explain it to each other, it's probably not a very effective ad. Unless its point is to get people like us talking about JC Penney. In which case, ugh.

Kudos to JC Penney for trying to adapt to an altered marketplace, but it's going to take more than annoying commercials and lower prices in general. The Internet and the recession are changing everything fast, but few, if any, big retailers seem to have figured out how to evolve right. Forbes recently ran an excellent analysis of how Best Buy is positioning itself to be bankrupt in five years. A lot of pissed-off former customers will cheer its demise.

–Scott Hardie • January 31 2012, 9:36pm EST

I will confess the ad has one thing going for it - the surreal decision to have screaming mice in the montage. I don't know why mice are angry but it's the only saving grace of the spot.

–Samir Mehta • January 31 2012, 9:55pm EST

Apparently "jcp" is determined to continue with annoying commercials. It's good that they're getting rid of coupons and door-buster sales and prices ending in 99 (as in $14.99 items are now sold for $15 even), all in the name of treating customers with respect and fairness instead of psychological tricks. But the obnoxious commercials promoting these changes are BLARED AT MAXIMUM VOLUME. I know what I'd change first to treat customers with respect.

–Scott Hardie • March 31 2012, 9:21am EST

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