JCPenney's Stock Price Was Hammered

Marvin Ellison: JCPenney stopped selling appliances in 1983. So you basically said, let's make more of these things available to our customers here in the store and then they won't go to wherever else. We put the same emphasis on serving the customers that had lowly stayed with the company by simply asking the question, what do you wish you could buy more of? The relationship with Sephora Cosmetics was another example because if you're a female customer and you buy cosmetics, then we wanted to find out how could we convince you to buy more for more. All of those initiatives were designed around increasing the revenue per loyal customer while in parallel looking to see if you could also