JC Penney is using social media to try to win back shoppers. The troubled department store group acknowledged that customer numbers fell because of former chief executive Ron Johnson’s elimination of coupons and Sales in favour of regular low prices.

JC Penney posted a video on Facebook with the message: “What matters with mistakes is what we learn. We learned a very simple thing - to listen to you.” The video also appears on YouTube and will be broadcast on TV.

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