Tomahawk, WI 01/14/2014 (BasicsMedia) –  J.C. Penney Company, Inc. (NYSE:JCP) last week issued a comment-less press release talking about its December holiday sales. It is turning out that the company’s one paragraph release could be the shortest in corporate announcements in recent memory. Here we are not contesting the length of the release that the company issued to news outlets, but the quality of that release.

This article looks at the impact that JCP made on investor confidence by sleeping on December performance details at a time when its rivals where reveal both positive and negative figures about their holiday performance. For one, it dawns on everyone that J.C. Penney Company, Inc. (NYSE:JCP) cares less about investor relations, perhaps much less customer relations. This is a paradox considering that the company needs investor confidence to manage its turnaround. Moreover, the company needs a lot of good customer relation to boot its store traffic for higher sales.

So, the question is: does JCP help itself hiding critical data from investors who have put their money in the stock to support turnaround efforts? As you would guess, the company is doing nothing but burning its fingers by being economical with the truth.

Shortest press release

As mentioned earlier, it would be fine if J.C. Penney Company, Inc. (NYSE:JCP) went ahead to issue a one-line press release that details sales specifics for the holiday sales. Unfortunately the bizarre release was not just uninspiring, but also scaring no matter the angle you look at it.

Things were not made better that the release lacked a comment from any senior official at the company. Could JCP be telling us that the progress it told us about was died on arrival? In the months of October and November, the company reported impressive same-store sales, marking the first sales growth in as many months.

The company also sought to remind investors and analysts that holiday sales would continue the trend started in October. Without a doubt, J.C. Penney Company, Inc. (NYSE:JCP) has lost a lot of investor confidence by now. I’m not very sure how the chief executive Mike Ullman in going to repair this damage, however, what is clear is that stock will remain depressed until something lifting comes from the company in the course of this month.

This being the case, investors should wait in the sidelines to watch what happens in this stock in the upcoming days or weeks. Keeping off J.C. Penney Company, Inc. (NYSE:JCP) will offer better opportunity to carry out due diligence and monitor risks that could impact investment in the stock.

Rivals

J.C. Penney Company, Inc. (NYSE:JCP) offered a raw deal by most measure. It would have been better if the company went ahead to post whatever was there regardless of how negative it might be. Its rivals such as Macy’s (NYSE:M), Sears and Kmart got this right.

Macy’s (NYSE:M) posted holiday same-store sales growth of 4.3 percent and combined December and November sales growth of 3.6. Of course, Macy’s had a widely positive show in December. On its part, Sears Holdings (NASDAQ:SHLD) wasn’t a shamed to say that its domestic same-store sales fell 9.2 percent on quarterly basis. Kmart also reported falling sales at 5.7 percent. So did J.C. Penney Company, Inc. (NYSE:JCP) decide to hide its figures? Perhaps even the management no longer believes in the much hyped turnaround. If that’s so, why should you?

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