JCPenney Reimagines the Department Store
On November 1, JCPenney opened a new kind of store in Texas. Instead of departments named and organized by category, the departments are arranged based on the way customers actually shop. Thus, the All Day section features products for work and weekends, Chill offers an assortment of sleep and loungewear, and Shine helps customers dress for special occasions. Additionally, the new store includes services and activities such as a Barbery, a Movement Studio, and Styling Rooms.
A year of extensive customer research led to the insights that formed the new store strategy. It is all intended to transform traditional stores and is at the center of CEO Jill Soltau’s plan to rebuild and renew the company.