JCPenney makes profit-oriented changes

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by MERIT OSSIAN

WFAA-TV

Posted on April 21, 2010 at 9:40 PM

PLANO — Plano-based JCPenney is trying to stop a three-year slide.

The department store chain is turning its focus to fashion and the home department.

Penney will be adding exclusive apparel lines and restructuring its Web site.

Penney plans to add 75 Sephora shops a year in its existing stores to reach 600 by 2015.

It's introducing high fashion into shoe and accessories departments, taking confusion out of promotional pricing and launching a mobile-ready Web site within 18 months.

The company is also building on a loyalty rewards program that had five million customers signed up in the first year and a potential draw from 16 million Penney credit card holders.

The plan is to increase revenue by $5 billion over the next four years.

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