Catering To Old People Isn't Cool ( I Was In A JCPenney Store)
Much to the dismay of corporate,the average age of a JCPenney customer has increased right along with the US population. Not until 1999-2000 were there any discussions amongst execs on how our image could negatively effect growth.
Trying to sell something one season too late that looked like the real thing with our brand stuck on it had to be frustrating to young merchants in the field.They watched their DBS's as Jim, Jill, and Manny and others told the audience it was made by the same people who made so and so. They wanted the real thing too... but. Remember the MCS electronic brand? Sub 680/683? Made by RCA we told everybody. Probably was true but young customers didn't shop our electronics dept did they?
When you cater to the old you get the old. Old and thrifty. Stuck in the past. Old customers do not like change. Your assortments cannot change with the latest style when you have an older clientele. They get upset when you move the underwear section.
So today I was walking through a JCPenney store and saw this very obese woman, 60ish, sitting down, panting. I said hello and she blurted out "Got any coupons?". That ladies and gentleman is what we've become. Now I shop a lot but I've never seen a circus quite like a JCPenney checkout line during a coupon day. Let's just say there's no consistency on how they are handled.
I'm interested in anything about revolt, disorder, chaos, especially activity that appears to have no meaning. It seems to me to be the road toward freedom. JM Welcome to JCPenney and expect change.