THE TOPIC OF ENERGY EFFICIENCY

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The main architect of the success of the Apple Stores is considered to be Ron Johnson , head of the retail division he seems to have applied the Apple "magic touch" to technology stores , the same one that designer Jonathan Ive applied to personal computers. So when department store chain JC Penney hires Johnson as CEO in the fall of , the gamble seems well placed. The Texan company is competing at the top of the US market with the retail giants Macy's and Kohl's the objective given to Johnson is to evolve the brand and eliminate inefficiencies that could create growing problems, in a market already besieged by e- commerce. a JC-penney-store-in-Florida-in-the- s-Wikimedia-commons JC Penney store in Florida in the s Wikimedia Commons At the beginning of.

Ron Johnson presented an ambitious plan that aims to immediately revolutionize all JC Penney photo retouching stores among the strongest ideas is the introduction of an Apple-style Genius Bar and the drastic reduction of discounts, which for years the chain has offered in the form of coupons that customers find and collect almost everywhere. The numbers show that a large part of the discounts are not taken up, says Johnson his conclusion is that too many promotional offers are a source of confusion for the public; better clear prices and no more than three price ranges. It only takes a few months to see that the strategy isn't working.



Customers and revenues are dropping at a dizzying pace , the company's shares follow them, and already at the end of heads are starting to roll in top management. The crisis culminated in the dismissal of Ron Johnson himself in April , just months after his triumphant entry. Among the main errors committed by Johnson is that of having treated a hypothesis to be validated as if it were an established truth.