J. C. Penney executive leaving company

In the latest sign of turbulent times at J. C. Penney, the department store chain said Michael Francis, the former Target Corp. executive brought in to help redefine the brand, is leaving the company.

In a terse statement, the department store operator gave no reason for his immediate departure, effective Monday.

" We thank Michael for his hard work at J. C. Penney and wish him the best in his future endeavors," said Ron Johnson, Penney's new CEO and former Apple Inc. executive who came on board in November and is trying to transform the chain from a retail has- been to retail darling.

The move comes as the department store chain is scrambling to reverse a sharp drop in customer counts and sales after a new pricing plan that eliminates hundreds of sales events ended up confusing customers.

Since announcing abysmal first- quarter results last month, Penney has been making changes to its advertising and marketing to better explain the three- tier pricing strategy that entails everyday low prices that are 40 percent lower than a year ago; monthlong sales that are deeper and are on select items; and clearance sale events.

But the company has also been backpedaling as well. It added five " Best Price Friday" sales throughout the year, which would be in addition to the sales it has on the first and third Friday of every month. The company is also resurrecting the word " sales" in its advertising, a word that was taboo under Johnson's original plan

AP Photo The JC Penney department store located at the Mall of Victor Valley in Victorville, Calif.