The U.S. Department of Energy's National Energy Technology Laboratory selected JCPenney and 20 other American companies to receive awards totaling $15 million. That money will be used to help each company adopt energy-saving technology in both new and existing locations. The other companies include some of the largest retailers in the U.S. as well as commercial real estate firms and financial institutions.

JCPenney will team with two of the DOE's national labs on specific projects intended to create a cost-effective savings of 50 percent above the standard set by the American Society of Heating, Refrigerating and Air-Conditioning Engineers for new commercial building designs. JCPenney is aiming for a 30 percent savings on retrofits of existing buildings.

Other awards recipients will also have access to the DOE's help. Each of the 21 companies will be able to have its design and facility management teams work directly with the DOE's Pacific Northwest National Laboratory and National Renewable Energy Laboratory — and will have the same goals as JCPenney. The wide variety of expertise available at these labs make the opportunity to work with them as useful as a cash prize.

"We are honored to be part of this unprecedented collaboration to save energy and discover cost-effective ways to increase the efficiency of commercial buildings nationwide," said Jim Thomas, JCPenney's vice president and director of corporate social responsibility, in a press release. "This partnership has the potential to make a significant impact on the country's business and energy future."