It’s clear that JCP management is revisiting its promotional stance after its tough Q1 results. They added a “Best Price Friday” sale event to kick off Memorial Day weekend and are apparently considering other events, especially for Black Friday. And the June TV spots now feature the tag line, “Every Day is a Sale Day at JCP.” But what, exactly, does that mean? That the “fair & square” prices really aren’t the right prices?
JCP finds itself in a bind: Do nothing, and continue to watch sales collapse at a faster pace than expected. Do something reactive only four months after kicking off the strategy, and risk confusing the consumer even further. I’ll say it again: It was worth getting the content and store redesign right before tackling a new pricing strategy and Target-style ad campaign, not after.