Positive numbers, increase in sales
JCPenney finally has positive numbers to report after years of losses and reports of double digit negatives.
JCP had a strong holiday season and during November and December’s nine week shopping period they managed to increase their sales by 3.9% over the same time period last year.
Focus on private brands and online presence
“Despite unprecedented warm weather that significantly affected apparel sales across the Company, our focus on private brands, enhanced Omnichannel execution and compelling gift giving selection resulted in strong holiday sales. I am especially pleased with the accelerated comp sales improvement from November to December, including record online sales for the Company during the holiday season,” said Marvin R. Ellison, CEO of JCPenney.
By bringing back JCP’s in-house brands, and focusing on improving the company’s online presence, JCP seems to be on the upswing. They took on a new EVP of Omnichannel, Michael Amend, as well as Mike Robbins, the new SVP of Supply Chain, who together completely changed the company’s online business. Online orders now ship out from 250 of JCP’s 1020 stores, and by the end of 2016, all 1020 stores will participate in online shipments. Internet sales will continue to improve in speed and effectiveness, which will increase the company’s sales throughout the year.
“Although we have much work to do, our strengthened Omnichannel capabilities enabled our supply chain network to process millions of jcp.com orders this season, supported by 250 stores across the country that helped fulfill online orders using in-store inventory. With this level of selection, we saw more online customers take advantage of our in-store pick up option available at over 1,000 J.C.Penney stores nationwide. We look forward to capitalizing on this digital progress through 2016,” Ellison said.
In a season of struggle
Most impressive about JCP’s positive sales numbers for this holiday season was that so many other retailers truly struggled. The weather was unusually warm, making it difficult for anyone to go out and purchase the sweaters and coats offered on the racks. Macy’s reported sales of -5.2% for the holiday season, while Gap experienced sales of -5% for November and -2% for December.