What Is JC Penney's Back-To-School Strategy?

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July 15 (Bloomberg) -- JC Penney Senior Vice President of Children's Apparel Betsy Schumacher discusses the company's back-to-school strategy with Deirdre Bolton on Bloomberg Television's "Money Moves." (Source: Bloomberg)

[no audio] customers have been coming in since we launched online.

They have been coming in with photos.

I think we are going to see some exciting traffic from this.

The you think that joe fresh kids is going to be able to drive back-to-school traffic?

I it is a great news story.

It is great fashion and we are talking about it right now.

I took a look at the traffic numbers from the second quarter to the third quarter.

It seems the second quarter and earlier, there was a big drop- off.

It was it was down 16 % quarter on quarter.

The last quarter, let us say it was decreased.

There was a drop-off of six or seven percent.

What do you think is going right and as somebody who is top of the children's department, what are you doing to help that effort?

There are a few things.

The first one starts with the product and our product offering is possibly the best it can be.

Also, from a promotional standpoint, our customer told us he wanted to be promotional.

They wanted to see the fab you, come in and see it, and we have been investing at both through our marketing and in-store marketing.

When you mention the discounting, we know that ron johnson took it away.

Now jcpenney seems to like it is having to fight a little bit from behind and offering deeper discounts than it would have arguably.

Have the original coupons -- then they would have, arguably, had the original coupons been kept in place.

It has been highly promotional this year and highly promotional in this timeframe.

One we think about it from a jcpenney standpoint, for us we are at our heritage.

We know our customer wants us to be promotional.

That is the way we think about it.

We have been talking about some of the things jcpenney has been doing right to win back its customers.

What other efforts do you think are paying off and help you get a little bit of the traffic back?

The other thing the customer told us is they are finding it very difficult to shop.

We have taken a lot of cash threats out through the year.

They found things they wanted to buy but they just could not execute the stale.

-- the sale.

We added some portable stations in our store, making it easier to find a place to check out.

They told us they were very confused because we moved things around on the floor.

We added a lot of directional signage into the store.

They can come in, see where to go, and -- and make it easier for them to see where they are going.

This text has been automatically generated. It may not be 100% accurate.

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