How JCPenney's Coupon Problem Discounts Women

It seems like Johnson and his team overlooked one critical person in the decision to eliminate coupons from the Penney's marketing strategy: the female consumer.

How J.C. Penney's Coupon Problem Discounts Women

Early this year JCPenney tried out a new gimmick: they decided to do away with gimmicks. The original 30-second spot of the campaign contained no dialogue, only female consumers screaming ?Nooooo!,? at  signs and advertisements announcing price reductions. ?No more getting up early for door buster deals!? they shouted in spots starring comedian Ellen DeGeneres. ?No more slashed prices!? But most ...