The teaser spots have begun. And, JC Penny is about to reinvent itself.
As the story goes, part of the impetus for new CEO Ron Johnson came when he subscribed to his company's consumer e-mail alerts...and was deluged with sales announcements. Sometimes two different announcements in the same day. Last year, JC Penny e-mailed 590 separate sales alerts.
It didn't work, as the average shopper only bought four times last year.
So JC Penny is about to radically redesign their strategy, their stores and their culture. And, it's about time somebody did in the Department Store category.
It's such a simple thing to secret shop yourself...yet so few do it.
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