Fair and Square: 'Easy' or 'Ridiculous?'

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By: Kaitlin T. Gallucci

One week after the launch of its new pricing and promotional strategy, consumers are responding to the innovative "reinvention" of JCPenney. Understandably, for such a massive overhaul, feelings are mixed.

You've no doubt heard the controversy surrounding the positioning of Ellen DeGeneres as spokesperson — that has been widely covered in the media, and JCPenney has responded that there is "no better partner [than DeGeneres] to help us put the fun back into the retail experience." But how are consumers responding to the other changes to the retail experience; namely, the retailer's new "fair and square" pricing model? Cleveland.com spoke to some customers at the company's Westfield Great Northern Mall location.

A variety of shoppers said they liked it: "It's so much easier..." "It's nice to have the no-hassle price, where you don't have to be a member of the club to get the best price..." "It's working for me, because I'm shopping."

Store manager Blaine Wilson, a 37-year JCPenney veteran, agrees: "I'm old school; I do not believe in making the customer get up at 7 o'clock on her day off to get a special price... we're really trying to go overboard on customer service."

There have been concerns regarding how consumers would react to the new price points, and — evidently — rightfully so. One customer called the prices "ridiculous." Another suggested that "if you have a sale every single day, maybe you were marking things up too much to begin with." Perhaps most interestingly, a shopper who bought a pair of $30 pants said that she might have preferred if it had been $10 off a $40 pair of pants.

Do you think shoppers will be won over by the simplicity, or will they miss the thrill of the sale?

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About the Author

Kaitlin T. Gallucci is a marketing strategist, copywriter, and blogger located in New York. Get in touch by visiting her website or following her Twitter.

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