By now, you’ve heard the news that JCPenney has become the latest and largest retailer to file for bankruptcy during the coronavirus pandemic, which has made it impossible for just about anyone to conduct business as usual. But the virus was just the last straw in a cascade of problems, highlighted by a historically horrendous decision involving coupons nearly a decade ago.

In the meantime, shoppers may be wondering whether their local store is going to reopen or close for good, whether there will be any good deals, and whether the company itself will survive.  Here’s a short history from Coupons in the News about why going against your core customers isn’t such a hot idea – didn’t work for Sears, now, did it?