To kick of its Feb. 1 company overhaul, has launched one final wacky, confusing sale complete with awkwardly shaped coupons, math you might find on the SAT exam and a paragraph of fine print along the lines of a car leasing agreement.
All this to make the point that the current retail sale-every-day paradigm has got to go, which is exactly what Debra Plate of thinks.
"The only time I come here is when I get coupons," she said at the store on Monday, two days before the change over. "Let's face it, their prices are high."
The Texas-based department store chain announced last week that it is completely revamping its sale schedule, pricing structure and store layout. Endless racks of clothing, and signs with inflated prices and accompanying sale prices, are to be replaced with boutique-style shops within the store. This is according to JCPenney corporate documents detailing the new venture headed by its new CEO and fomer Apple executive Ron Johnson.
"Rather than inundating the customer with a relentless series of sales, coupons, rebates and retail gimmicks, JCPenney will host 12 promotional events each year, on a monthly calendar," company literature says.
Plate and her friend, along for the shopping trip to the Eatontown store, praised the new top exec, calling him a "smart CEO."
"Now when I need something I can just come in and buy it, instead of waiting for a coupon," Plate said.
On Monday the store had already overhauled its look with a new trademark square outline in light purple. Gone were the old, red dot signs, and in the front of the store stands a new beauty boutique, with its smart black-and-white-striped walls, transformed into a store within the department store.
That caught the eye of Megan Eaton and Brian Russell, both of . Russell said he was happy to hear that he could use JCPenney gift cards at the in-house Sephora store, so was Eaton.
"It's my favorite," she said of the cosmetic store chain.
To take part in the logic-defying, pre-event sale, visit the JCPenney Facebook page.