Welcome Home JCPenney… What Took You So Long?

I do not want to be the guy who “piles on” in what is quickly becoming an assault on JCPenney and CEO Ron Johnson.  In fact, having just shopped at JCP last week (yeah, after going to Macy’s and two “men’s” stores, I took my 81-year-old mom’s advice and tried “Penney’s”), I must openly admit that I LOVED the experience.

The store was clean and organized and well-lit.  The merchandise was effectively presented and very engaging.  The assortment of brands was better than anticipated and the availability of sizes was good.  And the prices – as promised – were low and clearly posted.

From a man’s point of view, this was a pretty great shopping experience.  I was in and out in 10 minutes.  Of course, and this is the part I find most humorous and ironic, checking out was hindered because the clerk had to use her new iPhone to ring me out, and she was clearly not comfortable with or adept at the process.

So rather than crucify Ron Johnson for his ill-conceived “fair and square” strategy, I would like to offer some sound marketing advice:

This ain’t rocket science, it’s retail science.  Your core customers – past, present and future – want deals.  They are price shoppers.  They will love your bright, clean stores, much the same way they love your current ads and flyers.  And they will love your new brand name merchandise.  They will even be amused by all your associates using iPhone technology.  But they want sales… and coupons… and specials. Purchasing $35 Docker slacks for $35 is fair and square and is somewhat satisfying.  But buying a $50 Liz Claiborne dress for $25 is exhilarating.

I believe you are on the precipice of a great opportunity.  Just keep it simple.  The Apple Store concept worked because you gave your core customers what they wanted – a cool place to overpay for exclusive technology.  JCPenney can work again too… if you are willing to think inside your own box.