Thursday, May 24, 2012

JC Pennys Posts Huge First Quarter Loss

The Associated Press reported yesterday, "J.C. Penney on Tuesday reported a larger-than-expected first-quarter loss largely because customers were turned off by the retailer's new plan to get rid of heavy discounting periodically throughout the year in favor of everyday low pricing."

I'm thinking there may be another reason in play.

Onenewsnow reported the following:
Monica Cole, director of OneMillionMoms.com, feels the secular media is ignoring what she calls the "big elephant in the room."

"Sales have plummeted since J.C. Penney showed their new, bold marketing strategy, including pushing a lesbian spokesperson and same-sex couples in their advertising," Cole says, referring to the retailer's announcement earlier this year that openly homosexual entertainer Ellen DeGeneres will be their advertising spokesperson.

"If they would stop pushing a deviant and unhealthy lifestyle and focus on product quality and value along with excellent customer service, their bottom line would not be suffering," Cole advises.

OneMillionMoms has been urging its members to contact their local J.C. Penney stores and the corporate offices to voice their disapproval of the new, "gay"-friendly marketing strategy.

Take a moment today and contact your local JCP store and voice your personal disapproval of their "gay friendly marketing strategy."

One voice makes a difference. Many voices make a big difference.

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Be Vigilant. Be Discerning. Be Prayerful. Be Active. Be Blessed.

11 comments:

  1. We have stopped shopping at Penny's for this very reason. Why would they offend the traditional homes that have shopped them for generations in favor of creating a gay emphasis? I am pleased it is not working out for them.

    ReplyDelete
    Replies
    1. Let's see why would they this? Did you notice that we're now talking about JC Penney? And that Gary wrote an article about them?

      We would not have been discussing them or their new pricing strategy otherwise. They are thanking the million moms for an amazing amount of free advertising.

      I would guess that you weren't spending enough money there and that JCP determined that your demographic and psychographic (in particular) profiles are not their future.

      Time will tell if their decision was smart, but I'm guessing that their marketing people know your spending habits and trends better than you do.

      Mark in Tigard

      Delete
  2. Mark, a lot of people are talking about JC Penny. Don't assume that more conversation means more business. The opposite is probably true in this case. Who doesn't already know about JC Penny? It's been around for what, a hundred years or something? I'm not so sure their new marketing people are as smart as you think. They may know spending habits and trends, but may be missing the fact that many people have very important spiritual beliefs.

    ReplyDelete
    Replies
    1. There's a giant difference between knowing about a company and having them in top of mind awareness. Increased top of mind awareness almost always results in more business. I make no assumptions as to the result in this case, it's a gamble, and I've only tried to explain why I think they're doing it.

      You, yourself, may be missing the fact that many people have very important beliefs regarding civil rights. I know my own two daughters (in a clothing retail prime demo) have a new found loyalty to JCP because of this.

      As I said, time will tell.

      Personally, I think Ellen is a brilliant move. However, the new pricing strategy has been tried by others and is a huge uphill battle. I think that will go before Ellen does.

      Mark in Tigard

      Delete
  3. Well you all, I just dont believe this is the case. I think it just is what it is, this is why they changed their marketing becuase they were suffering. Becuase if this were the case about "spiritual beliefs" then why didn't this work with Starbucks when we were asked to boycott starbucks they are showing increase in profits. Huh!?!

    ReplyDelete
  4. I wrote JCP and below is our conversation (start at the bottom comment and then their reply is on top). They didn't care about my opinion but eventually they will care about the bottom line dollar wise... don't shop there and tell your circle of influence how they view our opinions:

    On Mar 2, 2012, at 7:36 AM, JCPenney Contact Us wrote:

    Thank you for taking the time to provide feedback on our Ellen commercials and partnership!

    As we focus on being in sync with the rhythm of our customers' lives and operating in a 'Fair and Square' manner that is rooted in integrity, simplicity and respect, we couldn't think of a better person than Ellen DeGeneres. We are extremely proud to have her on our team.

    Chris
    Customer Services Representative
    Corporate Customer Services
    jcp.com



    Original Message Follows: ------------------------

    Form Message

    Subject: General Inquiries
    First Name:
    Last Name:
    Topic: advertising
    Comments: How unfortunate for JCPenny to choose Ellen to represent your image to the public. She is so far from the general public's views and standards and does not represent a healthy image to the public. I hope you reconsider who represents you as I have been a shopper of JCPenny since a child. I will begin to shop elsewhere if your representation doesn't change. Sales aren't enough to bring be into a store that promotes such radical social standards as Ellen does.

    ReplyDelete
  5. Below is JCP's response to me. They want to suggest I am not in 'sync' with the rest of their customers. Well, the bottom line will speak for itself. We must speak up! I cut up my credit card.


    On Mar 2, 2012, at 7:36 AM, JCPenney Contact Us wrote:

    Thank you for taking the time to provide feedback on our Ellen commercials and partnership!

    As we focus on being in sync with the rhythm of our customers' lives and operating in a 'Fair and Square' manner that is rooted in integrity, simplicity and respect, we couldn't think of a better person than Ellen DeGeneres. We are extremely proud to have her on our team.

    Chris
    Customer Services Representative
    Corporate Customer Services
    jcp.com

    ReplyDelete
    Replies
    1. I will shop even more - Jesus' ministry was to the "least of these" - you reach people by being with people.

      Patrick

      Delete
  6. Serves them right! How dare they try and push such an immoral life style on us,

    ReplyDelete
  7. I always thought she was funny . When she gets into her gay advocacy she looses me and I think she does loose some of her audience .

    But she is not a spokesperson because she is gay in my opinion , its because she is funny and has her own show . Just like a model or a sports celebrity .

    I think this is a big mistake , this is why Christians are often portrayed as narrow .The women has a right to make a living and being a spokesperson to me is no different then a gay person being a clerk . Glad she has a job , this economy is so bad it always makes me happy some people are working .

    Mick

    ReplyDelete
    Replies
    1. @Mick - You have a gracious and wise spirit.

      Delete

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