J.C. Penney is right to try new things, but it needs to do more to compete with Amazon, analysts say

J.C. Penney has made changes to its merchandise, but it needs to do more

J.C. Penney Co. Inc. has made a series of moves in the past year to mix up its product offer and entice shoppers back into its stores, but the retailer has more to do to stave off the threat from Amazon.com Inc.

That’s according to analysts and experts, who commend the company for at least trying something new, even if it has taken a rather scattershot approach. J.C. Penney JCP, -3.82% has added toy shops in all of its stores, unveiled a deal to offer furnishings to the hotel industry through a B2B program, expanded its Sephora store-in-store locations, rebranded salons and more.

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