4 Ways J.C. Penney Delivers a Compelling Shopping Experience

Mired in a “sea of sameness,” not to mention stumbling sales, multichannel retailer J.C. Penney is challenged to differentiate itself from its competitors. By creating emotional connections with consumers through easy and enjoyable shopping experiences — no matter the channel — it believes it can do just that. And at last month's National Retail Federation Convention & Expo in New York, Clarence Kelley, Penney's executive vice president, director of planning and allocation, outlined four tactics the company uses to better serve its customers.