A couple weeks ago, JC Penney put out an ad essentially begging customers to come back after alienating a third of them, and dropping holiday sales by 32%.
The ad, which has since been set to private on YouTube, said, “It’s no secret, recently JCPenney changed. Some changes you liked and some you didn’t, but what matters with mistakes is what we learn. We learned a very simple thing, to listen to you. To hear what you need, to make your life more beautiful. Come back to JCPenney, we heard you. Now, we’d love to see you.”
Now, they're out with a new ad. Instead of "I'm Sorry," the message this time is, "Thank you." In fact, the title of the video is simply, "Thank You".
"At JC Penney, we never stop being amazed by you," the ad says. "How you work so hard without looking like you do, how you make every dollar stretch so far, and keep your family so close, so we brought back the things you liked about JC Penney, gave you new things to explore, and now, we're happy to say, you've come back to us. We're speechless, except for two little words."
They're still promoting the hashtag #jcpListens. You can see how they've been working social media here.