JCPenney's $1 billion 'refresh' comes to life in Willowbrook, New Jersey.
With its $1 billion “refresh” program, Penney’s sets higher standards for store presentation — and it’s most evident at the retailer’s new store in the Willowbrook Mall in New Jersey, the first opening by the retailer in eight years. The refresh project is ambitious, designed to reverse Penney’s sagging sales trends, and in its early stages.
A rotating shop for home and holiday items on level one for a taste of the home assortment on level two. “We moved all intimate apparel and shapewear adjacent to dresses, because if you’re wearing a strapless dress, a backless dress, a halter dress, a fitted dress, no matter what kind of dress you’re wearing, you need a solution underneath. We got that here. This is a unique to the store.”
The beauty and salon businesses, Wlazlo said, are “completely linked” by one shared leadership team overseeing the salon and beauty advisers and stylists. A stylist in the salon would recommend beauty products, while a beauty adviser could suggest a visit to the salon, or to be photographed in JCPenney Studio. “We don’t just sell things. We actually service the customer in a holistic way,” said Wlazlo. “There’s this connective tissue.
Wlazlo considers the installation of the central checkouts, which also service pickups and returns, among the biggest changes on the selling floor, to improve the merchandising. “It’s allowed me to do a lot more with the product,” she said. “If you’re trying to merchandise this beautiful product around all these registers that would be scattered around the floor, it completely loses the storytelling.
On the fixturing side, tables, T-stands, wall displays are being brought to the stores so there’s better product storytelling, and greater visual interest. “If you would have walked into a JCPenney five years ago versus today, it’s a night and day difference as far as the the inspiration in the storytelling with the use of the mannequins, the tables, the lighting, the walls, everything,” Wlazlo said.
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