While Kmart dumps its credit card for a co-branded MasterCard, JCPenney has decided to beef up its retail credit card. JCPenney and GE Card Services unleashed a major direct mail campaign this week for the newly overhauled JCPenney card. The re-designed bold red JCPenney card has been personalized with the first letter of the individual member's last name, the first of its kind in the USA. The card is being re-launched to current members and is reaching out to targeted JCPenney shoppers with instant promotions for newly approved members. The new card is also introducing "insiderperks" which offers cardmembers exclusive promotions such as a one day discount shopping pass and special offers throughout the year in different retail departments, through the JCPenney catalogs, at jcpenney.com, and at Eckerd's.  In addition, the no-annual fee card will provide members with special financing options for big-ticket items, lower monthly payments, and expanded customer service for cardmembers on-line at jcpenney.com in mid-Oct.  The new card and features will be introduced to the public through a multi-million dollar marketing campaign, beginning in November. For more information visit http//www.jcpenney.com.