New JCPenney Ad: We're Sorry, Come Back!

Hopes put-off customers will return for Mother's Day
By Ruth Brown,  Newser Staff
Posted May 2, 2013 6:38 AM CDT

It's what so many of us do after our relationships implode: beg the other to come back. Please! JCPenney is now trying the groveling route as well. The embattled retail empire has released a new ad that begins "It's no secret...," apologizes for its "mistakes," and begs shoppers to "come back to see us." With its simple and contrite message, the chain is hoping the ad will lure old customers back for Mother's Day shopping, Forbes reports.

"Some changes you liked and some you didn't, but what matters with mistakes is what we learn," says a voiceover against soft images of women giving serene smiles as they get dressed. "We learned a very simple thing, to listen to you. ... We heard you. Now, we'd love to see you." So far, the ad has played well on social media, notes Forbes. But, should those shoppers return, they'll find prices jacked up as much as 60%, reports Time—an increase that is allowing the chain to once again mark down those prices and offer coupons. (More Ron Johnson stories.)

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