JCPenney Begs Forgiveness in TV Ad

by Nate Wooley | May 2, 2013 9:29 am

J.C. Penney (NYSE:JCP)[1]In the wake of a few disastrous years, JCPenney (NYSE:JCP[2]) is asking customers to return.

The ad, titled “No Secret” comes after the firing of CEO Ron Johnson and explicitly asks that customers who stopped patronizing the store now return, the Associated Press reports[3].

“Recently JCPenney 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,” the ad states. The ad then asks customers to try the store again, and says it has missed them.

The ad is a response to declining sales and low foot traffic after Johnson’s efforts — which included eliminating sales and trying to take the firm upscale with younger brands — failed to pay off during his 17-month tenure. Johnson was fired last month and replaced with his predecessor, Mike Ullman.

The ad first appeared on YouTube and on the company’s Facebook page.

More stories about apologies:

  1. [Image]:
  2. JCP:
  3. the Associated Press reports:
  4. Hyundai Apologizes, Yanks Suicide Humor Ad:
  5. Target Apologizes for ‘Offensive’ Plus-Size Dress Label:
  6. Ford Apologizes for Bondage-Style Cartoon Ads:

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