How J.C. Penney is Changing the Retail Model

2. Make the retail environment fun. J.C. Penney is introducing the concept of a "Town Square" in each store that will engage and entertain consumers before they visit, while they're in-store and after they've purchased products. It's the equivalent to Apple's Genius Bar with education, service and post-purchase care to solidify the customer relationship. J.C. Penney knows engagement comes from more than just selling products and giving advice; it must allow for interaction at all points of the retail experience.