(NEW YORK) — J.C. Penney’s new TV commercial can be summed up in three words: please come back.
The department store chain, which has fallen on hard times in recent years, is airing a 30-second spot this week that suggests attempts at modernizing the store were a failure.
Part of the voiceover in the new ad says, “It’s no secret, recently J.C. Penney changed. Some changes you liked and some you didn’t, but what matters with mistakes is what we learn.”
It goes on to say, “We learned a very simple thing — to listen to you, to hear what you need, to make your life more beautiful. Come back to J.C. Penney. We heard you.”
J.C. Penney had abandoned its discount policy, only to reinstate it. It instituted a three-tier pricing policy that confused everyone and then tossed it to the curb.
The retailer revamped the store’s campaign strategy to focus on lifestyle, but customers complained they just wanted to know how much products cost.
Copyright 2013 ABC News Radio
Paul R. La Monica, CNN
Parija Kavilanz, CNN
Jackie Wattles, CNN