JCPenney Unveils Reimagined Penney’s Store to Inspire and Connect with Customers
November 01 2019 - 7:32AM
JCPenney [NYSE: JCP] today shared its brand-new store, a completely
reimagined format just outside of Dallas in Hurst, Texas, that
represents the Company’s strategy to put the customer at the center
of its business. As a brand-defining store, it is experiential at
its core, and a direct result of what today’s shoppers want from a
retailer. The store is built around data and insights learned from
more than a year of extensive customer research, and it showcases
the comprehensive foundational and transformational changes that
the Company is implementing as part of a holistic plan to rebuild
and renew JCPenney.
“Our customers are at the heart of everything we
do,” said JCPenney Chief Executive Officer Jill Soltau. They told
us that they want a retailer that reflects their lives, makes them
feel good about themselves, is fun to shop and truly understands
the important moments in their lives, big and small. We bring that
complete experience to life at our brand-defining store.” Soltau
continued, “this store is more than a renovated location, it is the
fullest articulation of our customer-centered strategy, an
investment in our future and a lab to inform decisions to return
JCPenney to sustainable, profitable growth.”
Shopping Styled by YouFrom the
moment customers walk through the doors, they will discover the
assortment is thoughtfully built and organized around how they live
their lives and the many different occasions in their day, week and
year. Brands and products are curated for shopping enthusiasts and
how they want to shop.
- All Day for casual work wear and weekend
wear
- On Point for when customers want to be a bit
more refined and polished
- Move for everything from low to high
impact
- Chill for the stylish 5-to-9 you and great
lounge and sleepwear
- Shine for those special occasions
Customers will be immersed in shopping nirvana
in the All-You zone showcasing fashion jewelry and
accessories, Sephora® inside JCPenney and the Salon and Spa by
InStyle®, helping them bring the finishing touches to their look.
Penney’s introduces its first barber shop, The
Barbery, that offers a fresh cut, shave and shoe
shine.
The Company is working to make shopping easier
with two The Styling Rooms, one for women and one
for men. These are equipped with innovative Style @ Your
Service technology to help get new sizes or colors without
leaving the fitting room and staffed with dedicated style experts,
free of charge, who can help pull together the best look for any
occasion.
Penney’s partnered with
Pinterest to help customers who are looking for a
home refresh to find the inspiration they need through an
in-store style explorer. After answering a few
home décor preference questions, shoppers will be presented with a
curated Pinterest Board featuring JCPenney home products that best
meet their needs and match their style.
The store continues to be filled with the brands
customers know and love to inspire style for every moment. The
Company’s most trusted private brands, including Worthington®, Liz
Claiborne®, St. John’s Bay® and Stafford® are available alongside
national brands such as Levi’s®, Nike® and adidas®.
Inspiring Shared Experiences
For those looking for more than just a new look, Style +
Substance offers lifestyle workshops on topics such as how
to achieve the perfect blowout, smokey eye and even demos of the
latest cooking gadgets. The Movement Studio
creates a health and wellness destination with instructor-led
classes, as well as a full assortment of private and national brand
activewear, to crush all fitness goals.
Knowing that parents are not the only shoppers looking for fun
and inspiration, the store has a kid’s destination with a clubhouse
where kids can see artwork come to life and participate in the
Company’s Kids Zone events. Through the Company’s commitment to
customers, 13 percent of the store has been dedicated to 11
lounges, including a parent lounge to give parents a place to
recharge. Customers can also refuel and get a caffeine fix at the
Pearl Cup Grab + Go or the Pearl Cup
Bistro.
For decades, the JCPenney Portrait Studio has
been capturing family moments, which is reimagined through the
first-ever Shutterfly Picture Pop Selfie
Studio.
The JCPenney app enables
customers to get the most out of this in-store experience. App
users can book their appointments at the Salon and Spa by InStyle
and The Barbery, schedule curbside pickup, secure their spot at any
Style + Substance workshop and Movement Studio class, reserve
clothes to try on and call an associate to get support anywhere in
the store.
To showcase the full offering of this new store
to customers, there will be in-store events held every weekend
between Nov. 1 and Nov. 24. Customers can visit
www.jcpenney.com/hurst to learn more and view the schedule of
events.
To download the press release and store images, please visit
https://www.jcpnewsroom.com/news-releases/2019/1101_Penneys_Brand_Defining_Store.html.
JCPenney Media Relations:(972)
431-3400 or jcpnews@jcp.com; follow us at @jcpnews
About JCPenney:J. C. Penney
Company, Inc. (NYSE: JCP), one of the nation’s largest apparel and
home retailers, combines an expansive footprint of approximately
850 stores across the United States and Puerto Rico with a powerful
e-commerce site, jcp.com, to deliver style and value for all
hard-working American families. At every touchpoint, customers will
discover stylish merchandise at incredible value from an extensive
portfolio of private, exclusive and national brands. Reinforcing
this shopping experience is the customer service and warrior spirit
of approximately 95,000 associates across the globe, all driving
toward the Company's mission to help customers find what they love
for less time, money and effort. For additional information, please
visit jcp.com. ###
- JCPenney Brand-Defining Store
- JCPenney Brand-Defining Store
- JCPenney Brand-Defining Store
- JCPenney Brand-Defining Store
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