J.C. Penney’s Ecommerce Sales Continue to Rise

jcpenney-new-logo-300J.C. Penney’s ecommerce sales increased 25.3% year-over-year in September, the troubled general merchant said in a press release posted to its corporate website on Oct. 8.

The increase marked the third consecutive month of double-digit ecommerce sales growth, according to J.C. Penney. Ecommerce sales grew 10.8% in August, and 14% in July.

Quarter-to-date (August and September), JCP.com sales are up 18.6%.

During September, purchase conversion increased when compared to the same period last year for both stores and jcp.com, primarily due to improved inventory levels in key items and sizes, J.C. Penney said.

For September, comparable store sales were down 4% from the prior year, but were 5.8% higher month-over-month compared to the big back-to-school month of August.

Though J.C. Penney releases financial results on a quarterly basis, the company issued the press release to alert the media on the progress of its turnaround under CEO Mike Ullman.

Ullman, who was replaced as CEO by former Apple and Target executive Ron Johnson in February 2012, returned to the company in April 2013 when Johnson was relieved of his duties.

While Johnson looked to reinvent JCP and the way its customers shopped, total sales dropped 24.6% in Johnson’s first year in charge. Johnson got rid of sales and coupons and introduced what he termed “square deal” pricing.

Meanwhile, J.C. Penney, under Ullman, is trying to erase 2013 from its memory. The Oct. 8 press release even included the return of its old “JCPenney” logo, which saw a minor tweak earlier this decade and was replaced by a new, square logo with Johnson’s arrival.

Related articles:
J.C. Penney Grows Ecommerce Sales 14% in July
Ron Johnson Saga Showed Why Data Still Matters
JCP Asks Customers to “Come Back”
Lessons Learned from J.C. Penney
Johnson’s Step Down at JCP Not a Surprise
Ron Johnson Out as JCP’s CEO
JCP’s Johnson’s Pay was Cut 96%

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