Investors are worried about JC Penney’s ability to turn itself around.
Marketers are, too.
After all, it’s no secret traditional brick-and-mortar retailers are undergoing significant upheaval. Convenient and compelling digital shopping experiences offered by online giants like Zappos and Amazon have shrunk offline sales, and marketers around the globe are now scrambling to create the winning formula that will get customers off laptops and tablets .
JC Penney has been going through a lot of changes lately, and that is an understatement. After changing their logo, leadership, strategy, and pricing model, they have been losing both their identity and their customers.
But, they may have a plan to turn it all around. Check out this great article by Lisa Arthur about the renovation of the JC Penney brand. I really enjoyed her analysis of the different and creative ways that JC Penney is re-branding themselves moving forward.
Do you think that they can create a clear identity that their customers can connect to, and turn around their sales numbers as well?
