So what is the new ad going to say, Happy Mother's Day, we're losers, we screwed up, so please come back? They have to do something NEW AND DIFFERENT to get their customers back, not just fire the CEO, load up a lot of debt and beg the customers to come back. What is changed that will draw them? Coupons like they used to do? It's a start, okay, better than nothing, but to launch the reinvention with an apology and admission without having the replacement in place yet is weird. I don't think they can get the store layouts redesigned or Mom's fashions improved (the women's fashions in JCP are HORRIBLE according to my wife!!!) in time for this ad. So it's good that they recognize the problem and are fessing up with customers, but they need to get some solutions put into place, and fast. How about carving out a space in the basement where the women's clothes usually are, and putting the hottest (and most practical) fashions in that space called the HOT ZONE meaning summer fashions for hot days and also really stylish (hot) clothes? There is one idea for JCP from my experience as a lifelong marketing consultant!
I should add that despite my frustration as a customer and investor, I am long term bullish on the company and am confident they will find the formula to succeed - I also read after posting this that this stupid ad message was developed under the old CEO.
First, JCP never pre-tested Ellen's Q-score...a measure of popularity. Nor did they pre-test any of the commercials. JCP misused Ellen...they highlighted her comedic skills in a series of very expensive period piece (old west, roaring twenties, etc.) spots that failed to drive home the new pricing message. Had Ron-John not been such an egotistical fool, they would have pre-tested the concept and, perhaps, moved on to a different spokesperson. He also should have pre-tested his cockamamie pricing schemes as well. But that is water under the bridge now.