How To Develop Your Skill For Great Success And Happiness Including Become CPA? | Additional special tips From Admin
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Can There Ever Be a Fair Price? Why Jcpenney’s Strategy Backfired
When jcpenney announced its “Fair and Square” pricing last January, investors cheered, sending its stock up. But several months later, the company delivered disappointing results: Store traffic had declined by 10% and sales by more than 20%. What went wrong?
“Our marketing isn’t doing the work … We’ve got to get our pricing across,” jcpenney’s CEO, Ron Johnson, commented at a press conference discussing the quarterly results, adding that consumers “need to understand the value we’re offering.”
But was it just a matter of miscommunication? Or did jcpenney’s marketing team make a mistake by getting rid of the frequent deep-discount sales that consumers have associated with the company for decades?
The idea behind the new pricing strategy, which involves reducing the base price of all items by about 40% and eliminating deep discounts, is simple: “The customer knows the right price for every product, so we are going to price things right from the start,” Johnson said. Jcpenney vowed to price its merchandise so that “customers will not pay literally a penny more than the true value of the product.”
Sounds straightforward — even enticing. What consumer wouldn’t subscribe to the idea of paying a price that reflects a product’s true value? But there are several flaws in this strategy.
So the drop in jcpenney’s store traffic and sales volume might not be just an issue of miscommunication. The real reason why consumers “don’t get” jcpenney’s strategy might be that its pricing is misaligned with the needs and shopping habits of its core customers, who have become accustomed to frequent sales.
For the past several decades, most department stores, including jcpenney, have spent billions of dollars trying to “educate” consumers to take advantage of ongoing sales.
Jcpenney’s own data suggest that customers’ “hunger” for sales has increased dramatically over time, such that discounts of 60% are now required to get shoppers to buy, up from 38% 10 years ago.
And even though it is true that the sales promotions run by most department stores defy common business sense, both in terms of volume and content, jcpenney’s “fair and square” pricing might have gone from one extreme to the other.
Alexander Chernev is an associate professor of marketing at Northwestern University’s Kellogg School of Management.
Can There Ever Be a Fair Price? Why Jcpenney’s Strategy Backfired
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A note for you if you pursue CPA licence, KEEP PRACTICE with the MANY WONDER HELPS I showed you. Make sure to check your works after solving simulations. If a Cashflow statement or your consolidation statement is balanced, you know you pass right after sitting for the exams. I hope my information are great and helpful. Implement them. They worked for me. Hey.... turn gray hair to black also guys. Do not forget HEALTH?
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