We all know that JC Penny did not do well when the no sale model was introduced. What works for Apple did not work for the clothing giant, JC Penny. Now the company is introducing a new commercial that tries to emphasize its core values (watch it here). However, the commercial thanks consumers for coming back to the company and acknowledges they are making changes, but does not explicitly mention what these changes are. For the many criticisms JC Penny has received over the last 18 months, some mention to addressing the consumer's concerns in their latest ad clip would be beneficial. Research shows that companies need to not only listen to consumers but also make it apparent that their concerns are being addressed - one area where JC Penny's new ad is lacking.
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