Old-school retailer J.C. Penney faces several big challenges moving forward—but executing social media strategy isn’t one of them.
The company fired CEO/former Apple man Ron Johnson in April after a big sales dive and followed his exit with an all-media campaign designed to address the backlash over controversial changes adopted during his tenure. It all started with this apologetic TV spot:
JCP continued the campaign by turning its social media forums into customer service complaint lines, promoting the #jcpListens tag and asking for feedback on Facebook and Twitter in order to absorb frustrated shoppers’ many suggestions on how to improve the business.
Thanks for sending in all of your feedback! We’re off for tonight, but we’ll be back in the morning. #jcpListens
— jcpenney (@jcpenney) May 3, 2013
The chain didn’t just ask for ideas; it got specific.