PENNEY’S PITCH: J.C. Penney has wised up and tuned into its customers, at least according to the chain’s latest ad, which appeared Wednesday. The campaign acknowledges mistakes were made, encourages consumers who may have abandoned the store to come back, and says, “It’s no secret, recently J.C. Penney changed. Some changes you liked and some you didn’t, but what matters from mistakes is what we learn. We learned a very simple thing, to listen to you. To hear what you need, to make your life more beautiful.”

A Penney’s spokeswoman said the spot will run for just a few days this week as a precursor to a Mother’s Day campaign. “In addition to broadcast, the spots can be viewed online through our social media channels to encourage more customer dialogue,” she said.

This story first appeared in the May 2, 2013 issue of WWD. Subscribe Today.

Last year, Penney’s lost many shoppers and a huge chunk of revenues after it dropped coupons and big sales in favor of everyday low prices, but now Penney’s is re-phasing in price promoting and coupons. 

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With a touch of nostalgia, the Penney’s video starts off with two old J.C. Penney storefronts, and continues with modern scenes of young women presumably in Penney’s clothes, as well as young couples and kids. The ad concludes with the voice over, “Come back to J.C. Penney. We heard you. Now, we’d love to see you.” There is a 15-second version and a 30-second version of the same spot.