Ladies and gentlemen, welcome to the new jcpenney.
New jcpenney logo debuting Feb. 1
Despite this being one of my off days, a great deal of it has been spent reading about all the new changes coming to jcpenney in the coming months and years. Above, you see our new logo set to debut next week. But it’s not just about our new artwork. Starting February 1, our new strategy will be unveiled to consumers including major changes to pricing, returns, and promotions. I’ll detail some highlights and give my input as a jcpenney associate.
- SIMPLE PRICING
For years, many retailers, including jcpenney, have marked up regular prices on items only to advertise them “on sale” at the price they intended all along. It’s an evil trick the general public has never figured out and only regular shoppers seem to understand the idea. Those days are now over as an item once sold “on sale” for $24.99 will just be $25 every day. There’s no longer any math involved or fluctuating prices which occurred when an item was a “Doorbuster” on weekends. Our everyday prices will feature a red sticker while the equivalent of clearance, known as “Best Price”, will feature a blue sticker.
My Slant: The new system is very simple, but we’ll end up explaining to every customer that the price on the sticker IS the final price. It will save me a few trips out to the floor to verify signs.
- RETURNS
Currently, jcpenney accepts returns within 90 days. If you lose your receipt or exceed 90 days, you receive the lowest price in the last 30 days on a Return Voucher, which is essentially a gift card. Starting February 1st, returns will become much friendlier to the consumer. No 90-day limit and no 30-day low prices. You can return any item at any time. If you lack a receipt, you’ll receive the current selling price on a normal gift card. You can always do an even exchange with or without a receipt at any time.
My Slant: This is another system that sounds much simpler on paper. My only concern is the number of people that will abuse their privileges. Everyone has exchanged or changed their mind about an item at some point. However, I’ve had a theory that if it takes you 90 days to decide an item wasn’t right for you, you shouldn’t have bought it. As always, if my employer wants me to take it back and/or sell it with a smile, then that’s what I’ll do.
- PROMOTIONS
This is the area that will probably have the biggest impact on jcpenney and its customers. In the last two years, jcpenney has run such lucrative coupons that its hurt profits and started spoiling the customer. Instead of running coupons every weekend such as $10 off $50, $10 off $25, 20% off for cardholders, etc., we’ll have month-long promotions on certain items. These items will be marked with a special white price sticker.
My Slant: FINALLY! Customers were so spoiled by $10 off $25 offers that they rarely shopped during other events. When we had no public coupons available, they complained. While I enjoyed these coupons myself, the pain of dealing with them over a long work day outweighed the advantages. I’m sure I’ll hear complaints in the coming months, but my opinion is a coupon elimination is long overdue.
I find these changes necessary and think they’ll make our lives at work simpler. However, there are a few variables. What will happen to JCP Rewards? What new benefits, if any, will they unveil for JCPenney Credit Card members? The $15 coupon perks & “special savings events” were unceremoniously discontinued in a notice included in my most recent statement. I’m an associate, but also a loyal cardholder with Platinum status, so these changes will have an impact on me as a jcpenney customer.
Overall, this new strategy looks like a win-win and I look forward to the reaction of everyone that works and shops in our store.
