JC Penny unveils new store model

complete with fitness classes.

A great example of how retailers can leave the traditional “product oriented” approach and start thinking about customer’s daily lives

J.C. Penney wants to make its stores more fun and easier to shop. The 117-year-old department store retailer opened a revamped location at North East Mall in the Dallas suburb of Hurst, Texas, that features a totally reimagined format and a truncated name: Penney’s (which is how most people refer to it.) 

Built around data and insights learned from more than a year of customer research, the “brand-defining” store is experiential at its core, and a direct result of what today’s shoppers want from a retailer, the company said. The new format comes as Penney’s, under a new leadership time put in place by new CEO Jill Soltau, is looking to turn around its fortunes after a long slump of losses.

Originally published on chainestoreage.com, you can read the full article here