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Well, this is awkward. After alienating shoppers with a no-sale policy and other changes last year, JCPenney is now openly begging customers to come back. A new, nostalgia-heavy commercial was released yesterday, and the voice-over narration is like something between a bank commercial and a Taylor Swift song:
"It's no secret: Recently JCPenney changed. Some changes you liked. Some you didn't. But what matters with mistakes is what we learn. We learned a very simple thing, to listen to you, to hear what you need to make your life more beautiful. Come back to JC Penney. We heard you. Now, we'd love to see you."
According to WWD, the spot will run only this week as a precursor to the brand's Mother's Day campaign.
· J.C. Penney Campaign Acknowledges Mistakes [WWD]
· JCPenney Fires CEO Ron Johnson, Rehires Mike Ullman [Racked]