Will Penney's new campaign make cents to consumers?

What is your assessment of J.C. Penney's new campaign and overall approach under Marvin Ellison? My latest RetailWire weigh-in...

It's nice to see a test-and-learn sensibility taking hold at J.C. Penney after its post-Johnson-era over-corrections. I'm particularly bullish on its upcoming store layout overhauls and merchandising upgrades. As for the penny campaign, it does seem more straightforward and clever than Penney's past promotion-paloozas.

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Carol SpieckermanComment