JCPenney Plans $1 Billion Investment Effort

Famed department retailer JCPenney has announced a bold new plan to reinvest more than $1 billion into the company.

By fiscal 2025, JCPenney says it will reinvest in itself by enhancing its digital capabilities, in-store physical and technology upgrades and merchandising operations. The retailer also detailed its new customer strategy and brand proposition “Make it Count,” which will include expanded adaptive private label apparel options for those with disabilities.

“JCPenney is on strong financial footing and is steadily increasing relevance and frequency with our core customers,” said Marc Rosen, CEO 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.”

The lofty reinvestment will include the following initiatives, according to the retailer:

• Enhanced digital capabilities: JCPenney is highlighting the value it offers across product categories through a more seamless shopping experience and increased customer personalization. The company will continue to upgrade its website and mobile app with, among other features, improved search functionality and product details, customer product reviews and more customized product and styling recommendations. These upgrades will enable customers to enjoy a more rewarding shopping experience across channels.
• In-store physical and technology upgrades: Every visit to JCPenney should be worth the trip. To make the in-store experience more inviting and productive, the company’s more than 650 stores are undergoing varying updates, including enhanced store look and feel, improved technology and 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.
• Merchandising and supply chain optimization: JCPenney is upgrading merchandising tools and supply chain operations so customers can shop the right products at the right place and at the right price. New inventory management systems, among other tools, will enable greater accuracy in decision-making and efficiency in execution, allowing JCPenney to cater to customers’ unique needs, fulfill orders faster and reduce purchase delivery times. Enhanced tools will also scale JCPenney’s ability to provide customized and localized product assortments in tune with local community preferences and trends. 

As for its “Make it Count” initiative, JCPenney says it has focused on four areas of improvement:

• Making Fashion Truly Accessible. JCPenney curates relevant and inclusive designs for everybody and every body across apparel, beauty, jewelry and home, all at a great value. JCPenney has been at the front lines of private brand development and strategic partnerships that can deliver great quality at a great price. Most recently, JCPenney announced its partnership with celebrity stylist Jason Bolden to reimagine collections for two private labels – J.Ferrar and Worthington – made for every size, shape and body. 
• Genuinely Rewarding: Every trip, in store or online, should be worth it. JCPenney 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 be an active part of all its communities, from physical communities where its more than 650 stores are located, to cultural communities. Localized product assortments and philanthropic efforts are just part of the many ways JCPenney shows up for its communities.
• 120 Years of Doing for Others What We Want for Ourselves: The company was founded on and still lives by the Golden Rule – to treat others as you’d want to be treated. This commitment to positive change remains at the core of the company’s culture.

“We see a common truth for our customers. Too often, we are forced to make compromises between time and money, quality and price, responsibilities and enjoying life’s moments,” said Katie Mullen, chief customer officer at JCPenney. “We want to show customers that we are in it with them, just as we have been throughout our history, and investing in helping them make the most of their moments. ‘Make It Count’ is our recommitment to them that JCPenney will keep putting in the effort to match theirs.”

JCPenney operates more than 650 stores in the United States and Puerto Rico.