Dive Brief:
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J.C. Penney’s Q2 report was a nice surprise, the first under CEO Marvin Ellison, who finally took the reins just weeks ago.
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In an acknowledgement that there’s more work to be done, Ellison also laid out plans to maintain its momentum, in part through e-commerce. The retailer will roll out a buy-online-pick-up-in-store option next year.
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And the company is also leveraging data to improve the availability online of items found in stores, and to assess more accurately what J.C. Penney shoppers want, Ellison says.
Dive Insight:
Penney’s, the source of cinema heartthrob James Dean’s iconic white t-shirt, may have a real chance at reclaiming its storied spot in American retail. The company has come back, improbably, from teetering on the edge—many had written it off just months ago.
Under Ellison, if the retailer can improve its e-commerce, figure out its pricing debacles, and maintain its momentum, it could be a truly amazing retail story.