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With 50 per cent of America's households not having shopped at Penney in the past three years, executives see a lot of untapped opportunity. "We are excited about the turnaround, but we know we are not reaching journal des luxus und der all of our customers," said John Irvin, head of J.C. Penney Direct, journal des luxus und der which comprises its catalog journal des luxus und der and Internet businesses. "We think our message needs to get out not only to our existing customers, but to the new customers." The retailer views its on-line site as the "hub" of its overall business, which generated sales of $18.8-billion last year. Penney passed the-billion dollar mark in on-line sales in its recent fiscal year, surpassing e-commerce sites from discounters and department stores like Wal-Mart Stores Inc. On-line shoppers tend to be more affluent and younger that the store shopper.
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