Thank you and I completely agree that J.C Penny needs to create an excitement to lure customers when they visit malls through a personalized in person incentives, invitation discounts, and a promotion. More and more shoppers are doing online shopping and it is necessary for J.C Penny to capture the online shopping market to achieve a cost advantage by performing a value chain and bypass costly activities to operate efficiently. Naturally, the best-cost provider strategy fits well for J.C Penny to adjust it price. Many of J.C Penny competitors are located within the malls and have excellent online and mobile presence, particularly Kohl's and Macys. The strategy is shop online, pick or return at store and the combination is another way of creating
