Skip to comments.Penney marketing chief steps down as ads disappoint
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 ...
Maybe they should drop the CEO. Whose idea was it to drop the sales and to add homosexual activism? Dumb dumb dumb
This all seems so queer.
Yes, and they misspelled the name of that spokeswoman. I believe her name is Ellen d’Generate.
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.
I don’t think this is about “sales” ads. http://theweek.com/article/slideshow/228739/fathers-day-jc-penneys-gay-dads-ad
Penney’s has lightened itself up of Francis!
Is it true they’ve been selling loafers like hotcakes? And men’s earrings? Couldn’t keep em stocked?
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.
So gay doesn’t sell?
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.
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.
Agree - plus they sell junk. No one I know feels the need to go in there for any reason.
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.”
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.
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.
When they go down they’ll leave a big open hole at the back end of our mall.
“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.
No kidding. Literally. Just like in the movies.
It’s the GAY THING, Dumba@ss!!
Firing the marketing director—great plan. Never been tried before. ;-)
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.
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.
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.
Things that make you go "Hmmmm..."
Yeah but look on the bright side. Gays like him.
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.
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:
Target - although target now has their own debit card
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".
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.
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.
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.
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.)