JCPenney says 'goodbye' to sales, slashes all prices

by: Robin Taylor Updated:

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PITTSBURGH,None - JCPenney is saying good-bye to most of its sales, but that doesn't mean there won't be bargains.  Instead, the retail chain is slashing prices across the board.  Target 11 Consumer Investigator Robin Taylor takes a look at what that means.

 

It's a risky strategy, because shoppers love sales, but it might work because JCPenney’s everyday prices are going to be so much lower than the competition’s.

 

The strategy is similar to the one used by Walmart.  When you shop at the retail giant, you know you’re going to find everyday low prices.

 

Penney's new CEO, Ron Johnson, came over from Apple's retail arm, and he's bringing some changes.

 

The stores are getting a whole new look that’s meant to be more inviting so shoppers will spend more time there.

 

The chain is also slashing prices.  JCPenney plans to mark all of their merchandise down by at least 40 percent.

 

Sale prices become everyday prices.  Instead of hundreds of sales, each month there will be a “Monthly Value.”   

 

For example, I found a pair of jeans that will now cost $12 instead of $25.  The matching blouse is now $7 instead of $14.99.

 

Customers will also see simpler pricing, instead of $19.99 the item will be priced at $20.

 

Customers say the new look and the low prices are an added incentive to take a shopping trip.

 

"If a shirt's like ten bucks, I'd be down," said Talissa Pohnel, a JCPenney shopper.

 

JCPenney is trying to roll out all of the changes by Wednesday.

 

The retailer is also running an ad campaign that shows people screaming, “No.”  The shoppers are frustrated because they bought something and then see it on sale, and feel as if they paid too much. 

 

The company is trying to get the message out that with everyday low pricing, that's something shoppers could avoid.