There is something magical when you are using a coupon or buying something on sale, that gets the customer to buy your products. Everyday low pricing does not work in this retail environment. Everyone wants to think they got a good deal.
I know. My wife works as Dillard's where they don't believe in coupons and rely on their every-day-low-prices as a customer draw.
Down on the other end of the mall is Macy's where they usually have daily coupons that bring in customers. As some of the freepers have mentioned, having a coupon in your hand is better psychologically then just saying we have every-day-low-prices (which Dillard's does not necessarily have).
Dillard's marketing stinks. And since JCP has latched on to a disgusting full-fledged lesbian as their spokeshomo, I won't go in the store for any reason.