JCPenny has a new look, new prices, and an overall new attitude towards retail. Heck, they aren't even called JCPenny anymore. JCP is the new department store that has lower prices, no hassle returns, and a lot more color than the old, bland JCPenny. Why the change? What makes this "new" store better? I took a trip to the Hagerstown Valley Mall to find out if it is worth all of the buzz that has been going around about it.
Upon first arriving into the store, I immediately noticed the freshly painted signs that graced the entrance. I found this welcoming because before, the JCPenny was decrepit and looked like it had been around since the beginning of time. My eyes were also averted to the colorful boxes and displays of clothing they had placed strategically around entrance to the store. Mannequins were decked out in bright oranges, yellows, aquamarines, and blindnig whites in different patterns. This created a feeling of a sunny day on the beach in my mind which is a good mindset to have, especially when shopping and spending money.
After walking through the bottom half of the store, I found it to be pleasing to the eye as well as to the wallet. Their prices are much lower but they still have the same brands they have always carried. Their new signage is brightly colored, easy to read, and fun to look at. There are poles separating each section such as girls, boys, toddlers, juniors, etc. Each of the poles are painted different colors and are labeled with what the section holds. This makes it extremely easy to find what you are looking for. I remember in the old JCPenny, I spent 20 minutes trying to find the petites section so I could buy a dress for a wedding. The old store was disorganized and hard to navigate. Pricing is also a plus in this new and improved department store.
The signs for pricing are labeled well and on each rack as it should be. Before, JCPenny has single price tags on each separate item, making the shopper have to work to find the price (which may not even be correct because a sticker was wrongly put on an item). Now, the items are clearly labeled and without the .99 after the leading number. This creates a new shopping experience because not only can shoppers add the amount they are spending in their head, sales associates can easily calculate the sale price of an item without a calculator (assuming JCPenny doesn't hire five year olds) when asked. I'd much rather see a sign reading "$7 Socks" than "$6.99 Socks" because it seems easier and to the point.
Upstairs, JCP keeps the housewares. I found this section to be inviting as well with signage hanging from the ceiling in a well kept way, labeling different items throughout the top half of the store. Their displays were better advertised with more color and less sale signs blocking the product. This is a great tactic to attract buyers because the buyers can see where items are and pick out what they are looking for with ease, giving them more time to browse when a certain display happens to catch their eye.
All in all, I think the new JCPenny is a great department store who has updated not only the physical appearance, but the feeling that shoppers get upon entering and browsing the items. It has a Target-esque appeal that I love and although some say it "cheapens" the store, I believe it adds value and creates a customer-store bond.
This is an article written by Jim Edwards about the JCPenny logo, it's history, and his opinion on if it is going to help or hurt the company. JCPenny Adopts New Logo -- It's 3rd In As Many Years. The comments below the article are rather harsh towards the new logo. I find the new logo simple and it's effective. The colors stand for the American flag (red, white, blue) and it still says JCP which is what many valued customers call JCPenny for short. In my opinion, this new design is great and I will continue to shop at this store!
No comments:
Post a Comment