J.C. Penney #jcpListens Campaign Draws Mixed Reaction on Social Media

By Tim Sohn 

JC Penney

J.C. Penney is trying to turn a new leaf following the ouster of CEO Ron Johnson who eliminated sales and coupons at the department store in favor of everyday prices. Now, it is turning to social media – Facebook, Twitter and YouTube specifically – to ask former customers for a second chance, and they are responding both positively and negatively.

Wednesday J.C. Penney began airing a 30-second TV ad, which was also posted on Facebook and YouTube. The ad says: “It’s no secret, recently JCPenney 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. Come back to JCPenney, we heard you. Now, we’d love to see you.”

Watch it here:


The company also posted the following tweet on Wednesday, encouraging former customers to use hashtag #jcpListens:

This tweet from J.C. Penney has led to a mixed reaction from people. Here’s a sampling:

The company has staffers actively responding to tweets too, for example:

One Twitter user is even trying to get a job at J.C. Penney on social media: