JCPenney announced a multi-year, self-funded reinvestment plan during a virtual briefing Thursday, and included details on technology and digital investments as part of the larger plan.
JCPenney's CEO Marc Rosen said during the briefing that the digital investments have been going on for “a little over a year now” and that some of the tech investments have been installed and piloted but did not go into detail on which investments were in pilot phase.
The department store retailer plans to reinvest the amount by Fiscal Year 2025 to further improve customer experience and operational efficiencies. The billion dollars is self-funded from cash flow the business is generating, according to Rosen, and JCPenney won’t take on any more debt to fund the investment.
The reinvestment builds on progress in FY22, including the launch of JCPenney Beauty, product collaborations, completed store refreshes and improved digital shopping, according to a press release.
Katie Mullen, who was promoted to chief customer officer from chief digital officer in April, said the retailer talked to 15,000 customers across the U.S. to determine how to meet their needs for the investment and the company has been on this journey for around 18 months.
The planned digital investments include highlighting the value JCPenney 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 improved search functionality and product details, customer product reviews, and more customized product and styling recommendations. Rosen noted during the briefing the website would have better product imagery and product descriptions.
The company’s more than 650 stores are undergoing varying updates and in-store upgrades will include new lighting, new paint, and centralized checkout, Rosen said. Additionally, there will be mobile devices throughout the store for the associates.
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, according to the press release.
JCPenney is also upgrading merchandising tools and supply chain operations. New inventory management systems are hoped to 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.