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J.C. Penny Getting House In Order, Including Data

  • Fortune, Thursday, October 29, 2015 8 AM

J.C. Penney has brought back its in-house brands, improved its e-commerce, and fixed up its stores. Penney CEO Marvin Ellison, who took the reins in August, says JCP has moved past the phase of “patching holes” and is now in rebuilding mode. One area is big data Penney has from its giant customer base, but isn't using, per Ellison. Such data can build forecasting, personaliz offers based on a shopper’s specific buying patterns, and better negotiate prices with vendors.

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