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J.C. Penney ad: We're sorry. Please come back

MGN Online
Wednesday, May 1, 2013 - 9:00pm

Finally, we get to hear J.C. Penney's mea culpa.

In an ad appearing on Penney's YouTube channel, the retailer cops to making mistakes and pleads with customers to come back.

"It's no secret: Recently J.C. Penney changed. Some changes you liked, and some you didn't," the ad states. "But what matters with mistakes is what we learn."

The ad goes on to say it listened to what customers want and need. "Come back to J.C. Penney," it urges. "We heard you. Now we'd love to see you."

The 30-second spot, titled "It's No Secret," comes just a month after the company ousted CEO Ron Johnson, a former Apple retail chief. Johnson had tried to implement many changes in the stores -- from overhauling prices to ditching older brands -- to no avail.

The retailer is desperate to get customers back to stores, since shares of the company tumbled 50% during Johnson's tenure and it bled $427 million in the fourth quarter alone.

This ad is a signal to customers that the company will get rid of many of the Johnson-era changes, since it ends with the old J.C. Penney logo. Johnson had attempted to rebrand the store with just a simple "jcp."

J.C. Penney did not immediately respond to requests to comment on when and where the ad will air.

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