Store pricing focuses on sales simplicity

Those intentionally annoying J.C. Penney commercials with screams of "Noooo" from customers who couldn't keep up with the retail giant's hundreds of sales every year have been replaced with more bucolic images of people lounging around in backyards and flying kites under clear blue skies.

The message is meant to convey the simplicity of shopping at the mid-tier merchandiser, which recently adopted a three-pronged pricing structure at all stores across the nation, including its big-box mall stores in the Charleston region.

"We have simplified our marketing approach," said Calvin Tucker, a J.C. Penney veteran for 23 years and store manager at Citadel Mall since 2010. "Last year, we had 590 sales events. This year, we will have 12."

Customers will notice less-cluttered stores with clearer aisles, less signs and a different color theme each month on the new square logo boxes around the stores, but the biggest difference they need to pay attention to is the color of the price tag.

J.C. Penney has moved to patriotic red, white and blue pricing labels.

If the price is in red, it means an everyday price. If it's in white, it signifies a month-long value rate. If it's in blue, customers can expect the best prices on closeout items and special deals on the first and third Fridays of the month.

"Customers no longer have to wait for weekend 'doorbusters' to get a special," Tucker said.

Each month, certain items will be on sale. For instance, jewelry is marked down in February since it's a popular purchase around Valentine's Day. Easter dresses might go on sale in March or April and so on.

The entire pricing scheme is meant to simplify the process for customers and store personnel, who sometimes would change the price on some items more than three times in one week, Tucker said.

Customers would buy an item one day only to find out it had been marked down the next day or again the day after that and want an adjustment in the price, Tucker said.

"We want to get true integrity in our pricing," he said. "It's easier to manage and it gives better customer service."

The retailer also allows customers to bring back any item, anytime, anywhere through it's "Happy Returns" policy. As long as store clerks can identify the item to determine a price, customers can return it, Tucker said.

Reach Warren L. Wise at 937-5524 or twitter.com/warrenlancewise.