An important step towards improvement is the ability to admit when you are wrong. In doing so, you are able to recognize your weaknesses and transform them into strengths. Over the past year, JC Penney has taken a bruising from loyal customers due to their pricing schemes, apparel strategies, and several other improvements that turned out to be anything but. Attempting to bounce back and regain consumer loyalty, JC Penney has managed to provide an apology in the form of a commercial aptly entitled “It’s No Secret."
In a previous article, I discussed the art of communication and expressed that there is infinite power in being an active listener. In order to listen, you must first be silent. JC Penney has chosen to do just that. In approximately 30 seconds, the store has managed to provide a sense of comfort to hurt consumers and explain that they are doing their best to correct their wrongs. The commercial also walks the viewer through the company’s longstanding history. The best part of the commercial is that it is straightforward. The retailer confesses to its mistakes, but emphasizes that it is committed to regaining your loyalty. There are no entendres, hidden pitches, and definitely no flashy gimmicks — all the reasons loyal customers loved JC Penney to begin with.
"It's no secret. Recently, JC Penney changed. Some changes you liked, and some you didn't. But what matters with mistakes is what we learn. We learned a very simple thing: to listen to you. To hear what you need to make your life more beautiful. Come back to JC Penney. We heard you. Now, we'd love to see you."