J.C. Penney CEO Ron Johnson, who famously banned coupons from his store as part of a plan for “Fair and Square” pricing, surprised observers on Oct. 12 by offering members of his mailing list a “gift” that quite resembles a coupon.

The gift gives shoppers a discount of $10 on any purchase of $10 or more, through Nov. 4.

“I’d like to invite you in to your favorite jcpenney store to see the changes firsthand,” said the promotional email, signed by Johnson. “As an incentive, I’m enclosing a $10 gift. Think of it as a thank-you from jcp for your loyalty through the years.”

The complete text of the email can be seen here.

JCK