Plano, Texas-based retailer J.C. Penney is bringing its new curbside pickup services to 50 new locations across the U.S. Named 'Style on the Go', the curbside pickup service allows customers to get their online orders without having to leave their car. The pickup service will now be available in several states across the U.S., including locations in California, Florida, Kentucky, Missouri, New York, Ohio, Tennessee, Texas, Washington, and West Virginia, the retailer said.
The service was first piloted at J.C. Penney's 'Brand-Defining Store,' the retailer's new experiential store format opened in November 2019. Located in Hurst, Texas, the store "is built around data and insights learned from more than a year of extensive customer research," the company said, and serves as a testing ground for new shopping services and experiences, as J.C. Penney continues to pursue a turnaround strategy under CEO, Jill Soltau.
Other new services being tested at the store include a yoga studio, video game lounge and a series of lifestyle workshops.
“Style on the Go Curbside Pickup is all about our customers and how they want to shop," said Jim DePaul, executive vice president of stores.
"As we continue to put our customers at the heart of everything we do, we continue to create engaging experiences across all touchpoints. Whether they’re shopping online at our flagship store, jcp.com, or through our app, we’re helping our customers live life their way through this convenient service.”
Last week, J.C. Penney shares went up about 3% after the retailer reported a surprise adjusted profit and a smaller drop in comparable sales than anticipated for the fourth quarter, thanks in particular to demand for its women’s apparel.