After controversial management shifts and billions of dollars in lost revenue, J.C. Penney is hoping to woo its customers back with a new ad called "It's no secret," featured on the store's social media pages.
"Recently J.C. Penney changed. Some changes you liked, and some you didn't," a woman's voice says in the ad, over footage of women and children. "But what matters with mistakes is what we learn. We learned a very simple thing, to listen to you."
"Come back to J.C. Penney. We heard you, now we'd love to see you," the ad ends.
The company's troubles began with an unsuccessful overhaul of its finances and public image. When stocks dropped by 50 percent, CEO Ron Johnson was replaced by his predecessor, Myron Ullman, after less than two years on the job. Customers also reacted negatively to the company's decision to forgo discount deals and coupons for "everyday low prices."
“This campaign sends a clear message that we listened,” a rep told Forbes. “We’re doing everything we can to bring customers back.”