Product details

Department stores' business in the US was experiencing a continuous decline. The COVID-19 pandemic accelerated this fall. Some iconic department stores, like Macy's and Kohl's were shrinking their stores, and trying different customer engagement strategies to attract new-age customers. But JCPenney (JCP) had chosen a different path. After declaring bankruptcy in the year 2020, JCP was bought by Simon Property Group. Being a privately owned company, JCP claimed that it had better flexibility to recalibrate its business by reinvesting in fixing its foundations. As a part of that plan, JCP said it wanted to focus on its existing customers and invest in improving the digital shopping experience, supply chain, and stores, to drive its sales. But would that be enough to reinstate its connection with its customers? What were the possible challenges that could hinder JCP's long-term business revival plan?