JCPenney Invests $1 Billion In Stores to Improve Customer Experience and Enhance Digital Capabilities

JCPenney has announced its self-funded reinvestment plan to enhance the customer experience in stores and online while fueling long-term growth and increasing customer loyalty and incremental frequency. 

JCPenney plans to reinvest more than $1 billion into the business by Fiscal Year 2025 to further improve customer experience and operational efficiencies. This reinvestment builds on previous investments including the launch of JCPenney Beauty, collaborations with exciting new products, and refresh efforts to improve the in-store shopping experience while investing in the digital shopping journey.  

The company is also introducing a reinvigorated customer strategy, ‘Make It Count’, to remind customers that JCPenney stands with them, matching their efforts to make every day, dollar and date night count. 

JCPenney will continue to invest in its successful apparel partnerships and personal services like beauty, jewelry, and optical offerings. Building on key transformations already completed across key areas of the business, the planned reinvestments will strengthen the customer experience through: 

Enhanced digital capabilities: JCPenney will continue to upgrade its website and mobile app with improved search functionality, product details, customer product reviews, more customized product and styling recommendations among many other exciting features. These upgrades will enable customers to enjoy a more rewarding shopping experience across all channels. 

In-store physical and technology upgrades: JCPenney wants to make every trip to the store a fun shopping experience. To make in-store shopping more inviting and productive, the company’s more than 650 stores are undergoing various updates, including enhanced store re-designs for a fresh look and feel, improved technology, associate tools, and physical upgrades. Additions like a new point-of-sale system will better integrate with inventory, and upgrades to in-store Wi-Fi networks will provide faster, more reliable connections for customers and associates. More than 100 stores have already been refreshed. 

“JCPenney is on strong financial footing and is steadily increasing relevance and frequency with our core customers,” says Marc Rosen, chief executive officer of JCPenney. “We are poised for continued growth and know that the surest path to success is by focusing on our customers. That’s why we are wholly committed to serving hardworking families across America with the attention, value, quality, choice and experience they deserve. Our customers are passionate, resilient and tireless in their efforts to make every moment count. We’re here to help them do that every day.” 

Repledging to ‘Make it Count’ 

JCPenney is also revealing its reinvigorated customer support initiative, ‘Make it Count.’ Since the company’s founding, it has been committed to helping customers make the most of life’s moments, both large and small. 

The company’s brand proposition is anchored in four core aspects of JCPenney’s business and commitments to customers. They include: 

Making Fashion Accessible: JCPenney curates relevant and inclusive designs for shoppers of all kinds across apparel, beauty, jewelry and home, all at a great value. The retailer has invested in partnerships with stylists and brands to provide in-fashion apparel that is fair in price while being made for every size, shape and body. 

Genuinely Rewarding: Every trip, in store or online, should make JCPenney stand out. The retailer wants customers to receive both an emotional and a financial benefit with its best-in-class credit card program, compelling loyalty program and exceptional customer service. 

Standing with Communities: JCPenney strives to invest in local communities that the brand’s 600+ locations serve. Localized product assortments and philanthropic efforts are just part of the many ways JCPenney cares for its communities and loyal JCPenney shoppers.  

Read More on Loyalty360:  

JCPenney Expands Beauty Nationwide 

JCPenney Celebrates 120 Years with New Campaign 

JCPenney Introduces Retailer’s New, Fully Inclusive Beauty Experience 

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