The Need for Change in Retail Marketing Strategy

While the J.C. Penney example may be an extreme one, it's readily apparent that shifting from a "low price" strategy to anything else takes vision, tenacity and commitment over the long term. In short, it's not easy, but in the new world of price transparency, not changing really isn't an option.

Jeff Weidauer is vice president of marketing and strategy for Vestcom International, a Little Rock, Ark.-based provider of integrated shopper marketing solutions. Jeff can be reached at jweidauer@vestcom.com.