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Penney to Switch to EDLP?
January 23, 2012
FROM RETAILWIRE:
According to reports, J.C. Penney will shift from a high-low pricing model to something closer to everyday low pricing (EDLP) as a central thrust of its reinvention under new CEO Ron Johnson. Should Penney switch to an EDLP model? How will Penney's stores and marketing have to be reinvented to enable the EDLP model to succeed?
[more...]
"Radical" is hardly the word I'd choose to describe JCP's plan to step back from constant price discounting. Even "innovative" would be a stretch.
If it tries to stake out a "we're the cheapest" position in the apparel/home goods market under Mr. Johnson, I think JCPenney will not fare too well. But if it uses its pricing to reinforce an image of consistently good deals on consistently good quality goods, it can win and keep some fans.
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