Another pricing misstep for JCPenney?

There was a heated discussion on RetailWire recently, focused on reports that JCP has covered up its former EDLP prices with new regular prices…and in some cases the sale prices are substantially higher than the old “fair & square” retails. Most panelists view this as yet another sign of JCP’s demise, but I’m not so sure. What matters most is fixing the stores and product, which should have been Ron Johnson’s first order of business. Here’s my brief comment:

I think JCP needs to get the merchandise content and store experience right first, but I felt that way a year ago before the EDLP experiment. That is still the big challenge facing Mike Ullman and his team, more than the conversion back to promotional pricing.

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