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Penney marketing chief steps down as ads disappoint
Reuter ^ | Jun 19, 2012 | Phil Wahba

Posted on 06/20/2012 9:07:48 PM PDT by WilliamIII

J.C. Penney Co Inc (JCP.N) said on Monday that Michael Francis, a key member of the "dream team" the retailer assembled to carry out its transformation of everything from pricing to merchandising, was leaving the company, just months after he was lured from Target Corp (TGT.N).

The move, announced in a brief statement, comes weeks after the department store operator said it had a worse-than-expected 18.9 percent drop in same-store sales for the first quarter as it tried to wean consumers off of coupons and frequent discounts as it adopted everyday prices.

Francis, 49, was president and responsible for marketing and merchandising.

Chief Executive Ron Johnson, who took the reins in November after coming from Apple Inc (AAPL.O) said last month that the retailer's advertisements had not clearly explained to shoppers the shift in its pricing strategy, a lynchpin to its turnaround efforts.

Two weeks ago, Johnson announced at an investor conference that Penney was bringing back the word "sale" in its advertising.

Macquarie Research analyst Liz Dunn, who spoke with the company after the announcement, said Penney wanted to pursue a different approach to marketing.

(Excerpt) Read more at in.reuters.com ...


TOPICS: Business/Economy; Culture/Society
KEYWORDS: jcp; jcpenney; jcpenneys

1 posted on 06/20/2012 9:07:54 PM PDT by WilliamIII
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To: WilliamIII

Maybe they should drop the CEO. Whose idea was it to drop the sales and to add homosexual activism? Dumb dumb dumb


2 posted on 06/20/2012 9:12:26 PM PDT by petitfour
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To: WilliamIII

This all seems so queer.


3 posted on 06/20/2012 9:13:20 PM PDT by Gator113 (***YOU GAVE it to Obama. I would have voted for NEWT.~Just livin' life, my way~)
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To: Gator113

Yes, and they misspelled the name of that spokeswoman. I believe her name is Ellen d’Generate.


4 posted on 06/20/2012 9:16:57 PM PDT by MIchaelTArchangel (Da Bro' Gotsta Go!)
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To: WilliamIII
said last month that the retailer's advertisements had not clearly explained to shoppers

I have an idea for a way to clearly explin things to your shoppers:


5 posted on 06/20/2012 9:17:45 PM PDT by kevcol
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To: WilliamIII

Pro-homo advertising focus isn’t working. Marketing to the 1-2% didn’t work so well, imagine that!?! Whoda thunk it?

Also helps to have sales. People like to believe they are getting a deal.


6 posted on 06/20/2012 9:17:45 PM PDT by Secret Agent Man (I can neither confirm or deny that; even if I could, I couldn't - it's classified.)
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To: WilliamIII

I don’t think this is about “sales” ads. http://theweek.com/article/slideshow/228739/fathers-day-jc-penneys-gay-dads-ad


7 posted on 06/20/2012 9:18:22 PM PDT by Belle22
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To: WilliamIII; a fool in paradise

Penney’s has lightened itself up of Francis!


8 posted on 06/20/2012 9:19:56 PM PDT by Revolting cat! (Bad things are wrong!)
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To: Revolting cat!; a fool in paradise; Belle22; Secret Agent Man; kevcol; Gator113; petitfour; ...

Is it true they’ve been selling loafers like hotcakes? And men’s earrings? Couldn’t keep em stocked?


9 posted on 06/20/2012 9:26:20 PM PDT by WilliamIII
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To: WilliamIII

Interesting spin they put on all of this. They stepped in it big time with Ellen D and the two mothers and two fathers issue. Will be interesting to see how they get out of it. A lack of racks marked “Sale” isn’t going to do it.


10 posted on 06/20/2012 9:38:17 PM PDT by Grams A (The Sun will rise in the East in the morning and God is still on his throne.)
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To: WilliamIII
"the retailer's advertisements had not clearly explained to shoppers" I suppose that's not as bad as Obama's excuse: that Americans were simply too stupid to understand the genius of his strategies, though eventually he softened it to something similar. I guess the average Penney's shopper doesn't wear $600 sneakers like the Worst Lady or walk an ocelot on a leash back to her Mercedes after enjoying a $3.00 slice at Pizza Roma next door. "Penney wanted to pursue a different approach to marketing" How about offering "values": good quality at fair prices. Let's see 42 million @ year divided by 2 minutes. how much is that?
11 posted on 06/20/2012 9:39:33 PM PDT by tumblindice (Sic Semper Tyrannis)
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To: WilliamIII

So gay doesn’t sell?

Who knew?


12 posted on 06/20/2012 9:44:12 PM PDT by lurk
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To: WilliamIII

Boycotting J.C.Penney because of its homosexual agenda is the reason for sales losses. Face the facts J.C.Penney before your store goes into bankruptcy.


13 posted on 06/20/2012 9:45:51 PM PDT by taxesareforever (Islam is an ideology. It is NOT a religion.)
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To: WilliamIII

There is a great misunderstanding about the real percentage of queers in the population.

They are highly vocal and many seem to be well placed in influential positions in the press, business and government.
So they get a lot of favorable press, headlines and government attention that creates the impression they are a large minority.

But there are far fewer than most people are led to believe.

It looks like JCP fell for the scam.


14 posted on 06/20/2012 10:08:12 PM PDT by Iron Munro (John Adams: 'Two ways to enslave a country. One is by the sword, the other is by debt')
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To: taxesareforever

Agree - plus they sell junk. No one I know feels the need to go in there for any reason.


15 posted on 06/20/2012 10:09:00 PM PDT by Belle22
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To: taxesareforever

I was talking to my 77 year old father, and somehow we got on the issue of buying clothes. He told me he had started shopping at Penney’s. I pointed out their recent advertising glorifying homosexuality, and he replied, “Hmm, well I won’t go back there.”


16 posted on 06/20/2012 10:09:22 PM PDT by Yogafist
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To: WilliamIII

I did some project work for Clad and Gifting Grace, two J.C. Penney brands that were intended to appeal to upscale types in a web marketing presence.

J.C. Penney really thought they had made a hit with their gay-friendly advertising and the Internet buzz it generated on liberal sites. They bet the farm on a whole corporate rebranding based on marketing to all the liberals who gave them kudos and swore they were going to shop there because of their GLBTGATAGABTA friendliness.

Now look. All I can say is that they were a very obtuse client to work with. Delusional.


17 posted on 06/20/2012 11:13:02 PM PDT by The KG9 Kid (Semper Fi)
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To: WilliamIII; All

The ironic thing about this mega marketing failure is the fact that if the company had stuck to the original plans that made the store great back in the 40s, 50s, and 60s they would not be in a pickle today.

Penney’s back then was noted for its dress code and strict substance abuse policy. They also translated the Christian lifestyle of the founder, James Cash Penney into real customer service, fair deals and customer satisfaction.

I had dealings with them representing a supplier to Penney’s back in the late 70s and even then they still had a definable corporate culture on a par with IBM. (No surprise there as Penney and Watson were close friends.)

Another corporate victim of the seduction into cultural rot.


18 posted on 06/20/2012 11:32:49 PM PDT by shibumi (Cover it with gas and set it on fire.)
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To: WilliamIII

When they go down they’ll leave a big open hole at the back end of our mall.


19 posted on 06/20/2012 11:34:24 PM PDT by outofsalt ("If History teaches us anything it's that history rarely teaches us anything")
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To: Iron Munro

“But there are far fewer than most people are led to believe.”

More importantly, notwithstanding those that buy Asian children, they don’t breed; they will never need to buy anything for children, and that is a huge market.


20 posted on 06/21/2012 1:17:26 AM PDT by kearnyirish2
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To: outofsalt
When they go down they’ll leave a big open hole at the back end of our mall.

No kidding. Literally. Just like in the movies.

21 posted on 06/21/2012 1:30:43 AM PDT by Ezekiel (The Obama-nation began with the Inauguration of Desolation.)
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To: WilliamIII

It’s the GAY THING, Dumba@ss!!


22 posted on 06/21/2012 3:15:39 AM PDT by Ann Archy ( ABORTION...the HUMAN Sacrifice to the god of Convenience.)
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To: WilliamIII

Firing the marketing director—great plan. Never been tried before. ;-)

JCP—RIP.


23 posted on 06/21/2012 3:25:30 AM PDT by cgbg (No bailouts for New York and California. Let them eat debt.)
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To: WilliamIII

I actually began boycotting Penney’s in 2009. I received a notice from GE Bank (backer for the JCP credit card) that they were going to raise my interest rate. I could opt out of that rise, but then my credit card would be inactivated. The JCP credit card was the first credit type card I got as an adult (in ‘85) and I had never been late on a payment. I opted out of the interest rate rise, and they informed me I would no longer be able to use my JCP card. Really? This is how you treat customers? Bye. Good riddance as far as I’m concerned.


24 posted on 06/21/2012 3:46:57 AM PDT by Student0165 ("If they bring a knife to the fight, we bring a gun." Barack Hussein Obama)
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To: WilliamIII

Perhaps “Lighten up in the loafers, Francis” was not good advice to follow. His marketing “Tip-Toe” through the tulips was an epic disaster for Penny from which they may never recover.


25 posted on 06/21/2012 4:10:01 AM PDT by Caipirabob (I say we take off and Newt the site from orbit. It's the only way to be sure...)
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To: Caipirabob

I hadn’t bought anything at Penney’s in several months, until yesterday when I got three items. Actually, I don’t just “have to get” their stuff. - They aren’t pushing the homosexual stuff quite so aggressively in our area, but, nevertheless, overall they are. - It seems to be this new guy they brought in to push that agenda; so, it’s back to ignoring Penney’s again. - The local store is more convenient for me, but I’m just gonna have to give it the permanent axe anyway.


26 posted on 06/21/2012 4:21:07 AM PDT by Twinkie (Isaiah 53)
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To: Caipirabob
This is the guy:

Things that make you go "Hmmmm..."

27 posted on 06/21/2012 4:26:47 AM PDT by rlmorel ("The safest road to Hell is the gradual one." Screwtape (C.S. Lewis))
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To: WilliamIII

Yeah but look on the bright side. Gays like him.


28 posted on 06/21/2012 4:39:48 AM PDT by AppyPappy (If you really want to annoy someone, point out something obvious that they are trying hard to ignore)
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To: WilliamIII
Chief Executive Ron Johnson, who took the reins in November after coming from Apple Inc (AAPL.O) said last month that the retailer's advertisements had not clearly explained to shoppers the shift in its pricing strategy, a lynchpin to its turnaround efforts.

Their advertising had not "clearly explained to shoppers the shift in its pricing strategy" because their advertising was too focused on pushing the gay agenda instead.

29 posted on 06/21/2012 4:44:43 AM PDT by GreenHornet
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To: Student0165

The whole GE Bank thing has turned me off of many retailers. Any time that GE takes over the management of the store name credit card, I cancel the card. I used to have everything set to pay off the entire balance on the due date - a fire and forget type of financial managment. GE does not offer that option, so you only find out when you get a late payment of $35 tacked onto your bill.

Then I tried to get into the practice of coming right home and paying the bill, Site does not allow you to pay a bill that has a ZERO balance. Had to watch it like a hawk - so much for technology making our lives easier.

So far I have had to cancel:
JC Penney
Home Depot
Lowes
Target - although target now has their own debit card
Kolhs


30 posted on 06/21/2012 5:08:45 AM PDT by Cyclone59 (Obama is like Ron Burgundy - he will read ANYTHING that is on the teleprompter)
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To: Twinkie; rlmorel
My wife loved to do the coupon thing. She's a big time discount hunter. It's exciting to her to get a good deal. The JC Penny coupons were fun for her kind of shopping.

Getting rid of the coupons was disaster one, but she's also a hardcore conservative and the "totally gay" stuff completely turned her off on JC Penny. Combined together both mistakes are more of a "scorched earth" campaign than something I'd describe as "marketing".

31 posted on 06/21/2012 5:44:55 AM PDT by Caipirabob (I say we take off and Newt the site from orbit. It's the only way to be sure...)
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To: Caipirabob

I’ll be up front here, I have shopped at JC Penneys for a long time. Being a 50+ year old guy, I don’t have to buy trendy stuff, I just want durable slacks for work that won’t wrinkle.

Also bought a lot of household stuff, vertical blinds, bedspreads, and so on.

But when I saw those ads, that was it for me. My wife doesn’t care, so if she wants to shop there I can’t do anything about it. But I won’t be going there for anything on my own.


32 posted on 06/21/2012 1:12:27 PM PDT by rlmorel ("The safest road to Hell is the gradual one." Screwtape (C.S. Lewis))
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To: WilliamIII

Around here I think that JC Penney seems to market to the black population. The black culture tends towards certain styles and colors that, in general, look good on blacks, but not on me.


33 posted on 06/21/2012 7:11:19 PM PDT by Bellflower (The LORD is Holy, separated from all sin, perfect, righteous, high and lifted up.)
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To: shibumi

Funny thing about the Christian heritage about the Penneys... I was doing genealogy last night and learned my great x 4 grandfather and wife were married in 1811 by the Reverend John Penney, great-grandfather of JC Penney.


34 posted on 06/21/2012 11:00:47 PM PDT by abishai
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To: abishai

All my friends are into the genealogy thing. I have a problem doing mine.

I’m first generation. Most of my living relatives (except for siblings and their offspring) are in Scotland. They claim to have traced back to the 13th century and the battle of Stirling, but they have yet to send me the written proof.

My last surviving uncle is due for a visit this summer. I’ve asked him for the family tree in lieu of the customary bottle of Malt Whiskey, of which I no longer partake anyway.

Our family in this country goes back only to the 1920s. (But I am a natural born citizen.)


35 posted on 06/22/2012 12:51:04 AM PDT by shibumi (Cover it with gas and set it on fire.)
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