By  on November 11, 2012

J.C. Penney Co. Inc. is fine-tuning its communications skills as it transforms into JCP.

Completion of its conversion to “specialty store” won’t be until 2015, when it plans to have 100 shop-in-shops. But near-term the company will need to focus on the “promotional department store” to grab back lost foot traffic as it works through its growing pains to migrate the J.C. Penney customer into a JCP shopper.

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