JCPenney Reveals New Growth Initiatives, Connects With Millennials

By Megan Zielinski, contributing writer

JCPenney, nation’s largest apparel and furniture retailer, announced new goals set for fiscal year 2015-2017—to enhance the customer experience, keep up with customer needs, attract and maintain current customer base, and drive growth in store traffic and sales.

To connect with millennials and please current customers, JCPenney will be revamping their strongest categories of sales including fashion accessories, footwear, intimates, and beauty. After listening to customers, JCPenney recognizes the importance of remaining consistent throughout the store, offering more cross shopping opportunities for busy shoppers. “These motive categories drive out from more trips. More cross shopping and they shop more often,” stated Mike Ullman, JCPenney CEO. Plans over the next three years involve highly-successful Sephora makeup departments to expand to new stores and more JCPenney stores in remote regions—driving traffic to the locations, as the exclusive beauty department will serve as the only makeup location in some areas.

This fall, customers will find a wide assortment of heartfelt gifts, greeting cards, ornaments, figurines, and decorations in more than 15 stores—JCPenney has partnered with Hallmark to test the store-within-store concept, including the recent opening of the Hallmark department in the Frisco, Texas JCPenney location. JCPenney plans to bring the Disney-brand shops to 100 more stores by fall of next year, just in time for back-to-school.   

JCPenney plans to carry 50 percent of their compelling private brands, 50 percent of favorite national brands, and feature popular in-store attractions such as Sephora, Modern Bride, the Disney shop, and the soon-to-launch Hallmark shop—providing many good reasons for customers to visit JCPenney. With half of America’s families considered to be JCPenney customers, the retailer is dedicated to providing the best customer experience possible—JCPenney will be offering special promotions, new brands, and exceptional customer service with a strong team of interactive, helpful associates in every store.

Along with exciting new additions to brick-and-mortar stores, JCPenney is focusing on boosting omnichannel capabilities. With the development of an enterprise-wide inventory network, JCPenney is incorporating same day pick-up and delivery service to satisfy ecommerce customers—offering various options for customers to receive merchandise on their terms. “We’ll become a leader in omni-channel for the Middle American customer. “We have the functionality our customer wants and needs and it’s only getting better. We’re committed to digital excellence to make sure our mobile shopping experience is quick, easy and fun and make the customers lives more convenient,” stated Ullman.