J.C. Penney is Poised to Recover Billions In Lost Sales

With a renewed focus on its core customer, I believe J.C. Penney can regain market share in the coming year from weak competition like Sears, Kmart and Kohl’s. Shifting marketing dollars to a series of specialized catalogs, and developing departments targeted to specific consumers needs will be important in winning back customers and adding back $6 billion of sales lost between 2011 and 2013.