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Is JCPenney’s digital transformation enough to turn the business around?

US department store chain JCPenney began the year with a change of ownership, emerging from bankruptcy and a new chief executive. More recently, the business has undergone a digital transformation to help the company shift gears from surviving to thriving. Speaking at the eTail Summit and Expo 2021, JCPenney’s senior manager of analytics and site tagging Andy Ma highlighted the impact of customer experience on the bottom line and how the rapid change in consumer behaviour in 2020 accelerated t