JC Penney Takes On A New Look, New Strategy

By BENNY FAIRCHILD

MASSENA — For years, patrons of J.C. Penney received coupons in the mail, browsed through the aisles trying to figure out how much that $34.99 blouse cost when it was 30 percent off, and in many instances even woke up early to get to the store in time for “door busters.”

As of Wednesday, coupons, confusing discounts and sales that ran only for certain hours are over, replaced by the nationwide chain’s new “Red, White and Blue” philosophy.

“Our prices have gone down, and we now have everyday low prices,” said Bruce H. Britt, who manages the J.C. Penney store in St. Lawrence Centre.

Everyday low prices are just part of the company’s new philosophy. According to posters hung throughout the store, that is what red is supposed to convey to shoppers.

“No need for coupons, no weekend sales; Red prices are great prices every day,” the poster reads.

White prices are monthlong specials. “The best stuff of the month on sale for the entire month,” the poster reads.

And blue prices are special markdown items. “Mark your calendars for the first and third Friday,” the poster reads, as that will be when items are marked down.

“See it in blue and grab it quick,” Mr. Britt said.

Mr. Britt said J.C. Penney is under the leadership of a new CEO, who is bringing changes to the staid chain.

“This is an exciting day,” Mr. Britt said. “You don’t have to come in at a certain time or on a certain day. It’s the same prices all month long, and you don’t need to worry about coupons anymore. This will make it easier for both our customers and associates to understand.”

In addition to the change in pricing philosophy, Mr. Britt said, the store has a new return policy. “Any item, anytime, anywhere — it’s that simple,” he said.

The company is banking on the changes to revitalize the J.C. Penney image.

“We’ve got a lot of new merchandise in, and some new graphics. We’ve also opened up the aisles so it’s easier for our customers to shop,” Mr. Britt said. “Please come in and see our new store.”

There also is a J.C. Penney store at Salmon Run Mall, Watertown.