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

1. Research customers. To effectively serve its customers, J.C. Penney tries to learn as much about them as possible. The company researchers do this at each channel: store, Web and catalog. The company frequently asks customers if they're happy with the products and sizes offered.

Kelley cited the company's catalog as a valuable tool to communicate with and learn from customers. This customer research has led the company to launch it own brands — American Living, Sephora, Kimora Lee Simmons’ Fabulosity — reflecting what Penney believed its customers wanted.