JCPenney retrofits image: Dallas-area store shows off bold new look - Brief Article

DSN Retailing Today, April 8, 2002 by Debbie Howell

LEWISVILLE, TEXAS - Vibrant, colorful signage, an emphasis on branded sections and centralized checkouts are part of a new look in JCPenney stores. The pattern for this year's new decor program is being set by a small handful of units, including a store in the Vista Ridge Mall in Lewisville, Texas, that was refurbished for the start of 2002. In addition, the company unveiled its newest store prototype in Prescott, Ariz., last month. It, too, puts a strong emphasis on colorful, dramatic visuals, said spokesman Tim Lyons.

Along with these updates to store presentation, JCPenney has improved its assortments and become more aggressive at marketing, coo of stores Vanessa Castagna told investors in a conference call in February. The emphasis involves offering fashionable merchandise at a value, vibrant and energizing store environments, and experienced staff.

After three straight years of declining same store sales, JCPenney may have turned the corner. For the year, comps rose 3.3%, with the fourth quarter coming in strong at 4.4%. How much the new visuals, brighter lighting and fixtures played in the sales boost is not known, but it shows the company is intent on revving up what in the past had been termed a tired, dated store look.

"Clearly we have become part of our customers' shopping pattern," Castagna said. "We believe we are back in the game."

The last time JCPenney updated its stores was in August 2000 at a store in Frisco, Texas, which sported several Internet and JCPenney.com kiosks, a lounge, music videos, bright neon lights and other trendy looks in the teens department. In children's departments were several play areas to keep kids entertained.

None of these features could be found in the retrofitted store in Lewisville. Nonetheless, the store boasted vibrant signage and a varying assortment of interesting fixtures. An effort to clearly identify products by brand was apparent, as well as signs guiding customers to merchandise by type.

Most departmental signs were three-panel billboards of people on blue backgrounds. The most colorful signs were in children's and teens departments, such as mobiles of circles featuring photos and holographic backgrounds.

Within each main department in apparel were large and dominant brand signs leading shoppers to their favorite choice, such as Levi's, Lee and Mudd in jeans. Fixturing, in some cases, was tailored for certain brands, such as wood and metal display tables in men's apparel with Dockers emblazoned on the sides.

Some signs spotlighted JCPenney brands, while other signage highlighted types or styles of clothing, such as "the short shop," "pants" and "capris." Another example of segmentation could be found in women's socks, which grouped items by usage--"walking," "running, "all-sport" and "golf."

An expanded housewares section, featuring more small electrics, wrapped in a circle around the escalators in the center of the store. Another new feature was the Sleep Shop, offering Sealy and Spring Air mattresses. In jewelry, diamond and gold items were expanded and watches was given its own section. Fashion jewelry was moved to a separate area near accessories.

The goal behind the cosmetics changes, which included brighter lighting, is to easily direct customers to merchandise, whether by brand or type of item. Circular-shaped checkouts were moved to the center of aisles and near doors.

Some stores, such as this one in Lewisville, received updated flooring. The beige ceramic tile and beige-and-brown carpet were similar to those installed at the Frisco store two years ago, along with light wood flooring in some areas.