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| - All I can say is WOW! I just stopped by this new and improved store today and was blown away. The store used to be located in a very old and sad location in the middle of the mall, so I was a bit confused when walking by to see the department store space was empty. Well, as of two weeks ago, they have relocated to the end of the mall in a stunningly renovated space reflecting the new JCP concept. My jaw nearly dropped when walking into the store. It was just so big and bright and beautiful and new and refreshing and not what you expect when seeing the retail space of this hundred year old department store.
The POS has been moved to the sides of the store, with neatly snaking lines laid out in front of several efficient cashiers. This layout is so much better than the old JCPenney layout that I'm used to -- the hexagon shaped cash and wraps in the middle of walkways with customers awkwardly standing in line, blocking the flow of traffic are long gone.
I browsed around the Men's and Women's departments and admired the enormous Sephora shop from a distance. This in-store Sephora is by-far the largest that I have seen within a JCPenney and definitely rivals an actual retail store in size. The Women's department was impeccable. Each shop was clearly signed and marked, and brands that I would normally have never looked at suddenly became appealing. My favorite women's shop (based on appearance) was Liz Claiborne. Two enormous, yellow doors (maybe 15 feet tall? or more?) created an inviting and exciting pathway to the product.
The Men's department was equally as impressive. My husband, also not normally a department store shopper, spent some time browsing the Levi's jeans. They were displayed like a very high-end product, similar to the feel you might have in a True Religion or Lucky Brand store. Several iPads mounted in front of bar stools advertised fits in a way that I couldn't resist -- I just had to stop and click around and even learned more about Levi's denim in the process.
And the reason this amazing department store receives a 5 star recommendation? Because I bought something! For the first time in maybe ten years, I bought apparel at a JCPenney. I was enticed by the Steelers apparel shop. I tried on the sweatshirt in a stunning fitting room with a TV at the entrance and gave the department store $45 for the item. I wouldn't have given them a cent over $25 for the same item in the old location.
So am I a stupid shopper for recognizing that this sparkling new location convinced me to buy something that I (a) was not planning to get and (b) was not at a "JCPenney" price point? I don't think so. I recognize the amazing value that JCP's new locations are providing the customer and that I, a baby of the '80s with money to spend in 2012, has found a new store that I plan to go back to. JCP CEO you are a genius... keep up the good work.
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