WASHINGTON, DC (WUSA) -- JCPenney's reports another huge loss to its bottom line.

The company says its revenue plunged nearly 30 percent, almost $1 billion, in the 4th quarter.

The department store has struggled as it scaled back coupon discounts and sales promotions in an effort to reinvent itself.

The change turned away customers.

But, the CEO says it will start to offer sales every week in hopes of luring them back.

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