A Store Without a Checkout Counter? J.C. Penney Presses on With Retail Revolution

Thus far, the dramatic makeover of J.C. Penney has hardly been smooth sailing. The overhaul, in which coupons and nonstop sales have been replaced with lower everyday prices, has resulted in confusion among consumers and months of subpar sales, as well as the recent ouster of a top executive. Nonetheless, J.C. Penney CEO Ron Johnson is sticking with the plan to revolutionize a tired old brand — and perhaps retail as a whole. Speaking at the Fortune Brainstorm Tech conference, Johnson, a retail superstar who spent years building up Target and the Apple Store, made one eye-opening comment after another.