In 2011, J.C. Penney tried to do the “logical” thing. They hired the genius behind the Apple Store, Ron Johnson, and got rid of every gimmick, coupon, and fake sale in the store. The result? A free-fall that almost burned the company to the ground.

In this The Case HQ strategy autopsy, we look at the “Fair and Square” pricing disaster. We explore why being “honest” with customers failed, the secret dopamine hit of the coupon hunt, and why the Apple Store strategy was a fatal mismatch for a legacy department store.

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