The Need for Change in Retail Marketing Strategy

J.C. Penney is a good, if extreme, example of a company in the midst of reinvention, shifting its focus from price only (via coupons and sales) to a more transparent pricing policy. CEO Ron Johnson, who has gotten a lot of press as the guy who made the Apple retail stores what they are, has a lot more work to do. Right now there are lots of eyes on Johnson and his "Fair and Square" pricing program. Changing the go-to-market, while risky, was the easy part.