Ron Johnson, CEO of JCP (J.C. Penney’s for everyone who has not adopted the company’s new branding) has an impressive resume of retail successes. He is recognized for bringing high design products such as the Michael Graves lines into Target Stores and most notably, launched the Apple store concept and Genius Bars throughout the country. Now that he has taken the reigns of JCP, he is working to reenergize the company that, quite simply, was in need of a new strategy. Stephanie Clifford of the New York Times wrote:
“While many shoppers go to Walmart for price, Target for cheap style, high-end stores for luxury treats and the Web for ease, stores like J. C. Penney have faded into the background.”
Of the new JCP strategy, Dave Brennan, professor of marketing at the University of St. Thomas, Opus College of Business stated that Johnson is working to reposition to an upscale department store more comparable to Macy’s. The J.C. Penney strategy had previously been comparable to Kohl’s. Their primary consumer is aging and the business model is tired. In addition, they are working to reduce the pitfalls that come along with promotional pricing. Prices had traditionally been inflated in order to accomodate the price decreases during sales. Rather than the unpredictable sale pricing, JCP has adopted an everyday stable pricing strategy with limited sales and markdowns on a consistent schedule. Consumers will know what to expect for pricing on the merchandise rather than taking the risk of going in when their favorite items are not on sale. This also creates staffing efficiencies for the company as they do not need as many staff in order to facilitate pricing change.
By dissecting areas of the new retail strategy, it becomes clear that Johnson has brought elements of his past experience into JCP. From the store layout, branding and leadership team, the new JCP has a foundation for a successful rebirth with concepts pulled from both Apple and Target’s success.
Johnson clearly has a good understanding of the target demographic for both Target and Apple stores. This is not the same demographic as the J.C. Penney of old. These changes are positioning the company to be more closely aligned with department stores like Macy’s in terms of merchandising and target market. Johnson is trying to attract new customers to JCP, specifically, skewing to a younger crowd who are brand and trend conscious but also on a budget. This is starting to sound a lot like Target. Continue Reading