Sikeston Store Manager Bill Dickherber said the store's new logo - the bright red square with JCP in the corner - says it all.
"It's all about fair-and-square pricing," said Dickherber. "There is no waiting for the sales, no coupon clipping. We are taking the guess work out of pricing for customers."
According to Dickherber, the plan is part of the effort of the company's new CEO, Ron Johnson, a former Apple executive. Johnson is having the J.C. Penney stores, such as the one in Sikeston, permanently mark down all of merchandise by at least 40 percent so shoppers no longer have to wait for sales to get bargains.
For the complete article and more stories from the Standard Democrat, click here to log on to the electronic edition.