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1 Big Turnaround That Keeps Slipping Back

By Austin Smith - Updated Apr 7, 2017 at 12:18PM

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After taking a hard-line approach against big coupons and discounts, ailing retailer J.C. Penney keeps going back to the familiar well of promotional prices to lure customers to its newly redesigned stores. The most recent iteration is the $10 "gifts" CEO Ron Johnson has mailed many customers. While the company has been quick to point out all of its potential, and roll out newly redesigned stores, consumers aren't budging. 

Same-store-sales have continued to be weak as the company struggles to get traffic in the door. In the following video, Austin argues that maybe the company shouldn't shy away from sales so much, and embrace what its customers identified with in the first place.

Yet the company still has hope. The world's best retailer, Apple, is also a product of J.C. Penney's CEO. If he was able to make Apple the world's most profitable retailer by square foot, he should be able to pull some rabbits out of his hat for one of the companies that wrote the book on retail.

For now, though, stick with greatness and aim for Apple instead. If you're looking for a recommendation on how to play the company today, along with continuing updates and guidance on the company whenever news breaks, we've created a brand-new report that details when to buy and sell Apple. To get started, just click here now.

Austin Smith and The Motley Fool own shares of Apple. Motley Fool newsletter services recommend Apple. Try any of our Foolish newsletter services free for 30 days. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

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Stocks Mentioned

Wal-Mart Stores, Inc. Stock Quote
Wal-Mart Stores, Inc.
$126.58 (0.80%) $1.01
Apple Inc. Stock Quote
Apple Inc.
$165.35 (-0.14%) $0.23
J. C. Penney Company, Inc. Stock Quote
J. C. Penney Company, Inc.
The TJX Companies, Inc. Stock Quote
The TJX Companies, Inc.
$62.82 (-0.73%) $0.46
Ross Stores, Inc. Stock Quote
Ross Stores, Inc.
$84.23 (0.56%) $0.47

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

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