J.C. Penney's Biggest Risks

J.C. Penney  (NYSE: JCP  ) has been on a roller-coaster ride of sorts since Ron Johnson took the helm. While the grand revamp plan could pay off, it's not without its risks. In the video below, we take a look at the key challenges with the retailer's rebranding as well as other potential pitfalls such as its crushing debt burden.

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  • Report this Comment On January 17, 2013, at 9:39 AM, goodh2o1 wrote:

    I'm associated with one of the catalog express stores that Penney's has just closed.

    Quite frankly, we've seen this coming for a long time, but was hoping for a different outcome.

    These clowns missed the boat completely in trying to get people to order online. They wanted our small stores to guide people over to a company provided computer at our stores and get them to order on line.

    That's not who there customer base consisted of, there base catalog person is over 40 and doesn't want to order over the internet. Sorry, but that's who they are at our store.

    They should have put out a year or two of catalogs with a double display. The first picture would have been a standard item order it regularly it cost X, order the same item on line it cost X minus 30 percent. Let the customer make the decision, instead they wholesale canceled the catalogs and made their customer base very mad.

    When they took away the catalogs they cut their throat with their customer base.

    Those retail outlets will lose 50% of their value over the next 10 years.

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