Jc Penny Recommedations

Return to differentiation business level strategy

        JCP used to have auto services, hardware, lawn and garden. Only sears has these now not even target and Macy’s

Now they have a cost leadership business strategy which sells goods and services at the lowest price.

        This is what their competitors such as sears and target are doing.

Return to promotional sales and coupons

        JCPenney only has 12 promotional sales each year

        Have more promotions

        Ex) Jewelry will go on sale in February for Valentine’s Day. Why would someone have to wait until February to get a discount on jewelry. What if they didn’t have a valentine and just want jewelry for themselves in any other month.

They send out catalogs to customers so why not put coupons in those catalogs

One customer in a Forbes article said that Ron Johnson “took away their feeling of small achievement when he got rid of coupons,”

This company is supposed to be for the lower and middle class. There are big families that can only afford to shop by using coupons

Better store layout

        Put Sephora towards the middle of JCPenney. This makes customers walk through the store and pass all the great products before getting to Sephora.

        Get rid of coffee shops in the store

                People are not going to go shopping at JCP just because they have a coffee shop in it

                JCP can use this wasted space to display more merchandise

Get rid of the new tag concept

        Training customers to look for certain colored tags to find the best deals.

        If a customer sees a white tag meaning “month long value” they can just wait a few weeks and come back and see if there’s a blue tag which means “best price”