The year-long perils at JCP began shortly after Ron Johnson was appointed as CEO. In Johnson’s first year JCP’s total sales dropped 24.8% and its ecommerce sales decreased 33%. Part of the plummeting stock and sales could have been based on JCP’s decision to eliminate coupons, sale items and even revamp the bricks-and-mortar store layout.
In the Facebook post, JCP states “We are listening. It’s no secret. We’ve made some changes. Some you’ve liked and others you didn’t. We’ve heard you – and we’re listening. Let us know what you think.” The status is followed by the video.
In a statement to Reuters, JCP spokeswoman Daphne Avila said, “The video also appeared on YouTube and will run on broadcast television this week. This campaign sends a clear message that we listened, and now, we’re doing everything we can to bring customers back.”
JCP has also created a #JCPlistens on Twitter in hopes to spread its new marketing campaign to the masses.