How J.C. Penney is Changing the Retail Model

3. Integrate social, digital and mobile. Digital and social interactions can enhance the in-store shopping experience. J.C. Penney is starting to integrate digital and physical worlds by making its stores the centerpiece of the retail experience. Sales staff have started to use iPads to assist consumers — e.g., show matching accessories for an outfit. Sales staff can complete sales on the spot, eliminating the need for customers to wait at the checkout line.