After the bell on Tuesday, shares of JCPenney slipped more than 10% after the department stores latest results left bulls in tears.
Not only did JCPenney fail to meet the Street's already low expectations but it said same-store sales dropped 18.9 percent in the first quarter, more than the 12.2 percent decline expected by analysts, according to Thomson Reuters I/B/E/S.
Also, the company said it was discontinuing its 20-cent-per share quarterly dividend.
"The market did not expect the dividend cut. That is the big shock," says Brian Sozzi, chief equities analyst for NBG Productions.
By the numbers, Penney's reported a net loss of $163 million, or 75 cents a share, in the three months ended April 28 - below the penny loss on revenue of $3.45 billion Wall Street had expected and far below a profit of $64 million, or 28 cents a share, in the year-ago period.
The results suggest that customers were turned off by Penney's new plan to eliminate sales throughout the year in favor of everyday low pricing.
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The strategy, which was rolled out on Feb. 1, was intended to get people into the stores on a regular basis but instead it seems many customers have stopped shopping at Penney's entirely.