It all started when in 2012 top management of a well-known American retailer J.C. Penney came up with a “brilliant idea”.
It was innovative, reasonable, and was supposed to work like a charm because nobody else had done it before. Instead of “complicated and confusing” coupons and sales that, according to their beliefs, only made customers hunt for discounts, they offered "everyday low prices" strategy. Download this ebook to learn what went wrong.