Recognizing it made mistakes in its attempt to reinvent itself last year, J.C. Penney launched a social media and television campaign Wednesday asking shoppers to come back.
Sales plunged 25 percent last year after former CEO Ron Johnson largely eliminated coupons and sales in favor of regular, low prices. The disastrous move alienated Penney shoppers, who had grown used to discounts and deals.
Penney posted a video on Facebook featuring images of classic J.C. Penney stores from the 1960s and family scenes with a female voice-over saying, "What matters with mistakes is what we learn. We learned a very simple thing—to listen to you."
The narrator ends with: "Come back to J.C. Penney. We heard you. Now we'd love to see you."
The video also appeared on YouTube and will run on broadcast television this week.
Though ad agency Young & Rubicam helped with the execution, Penney's internal marketing department came up with the concept several months ago.