JCPenney 2009 Annual Report Download - page 14

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Store Make-Overs
Bright, beautiful presentation is the perfect complement to our
merchandise and style. In 2009, we made great improvements
and upgrades to approximately 100 stores. Paying attention to
details in the areas customers appreciate most, such as great
lighting and plenty of clean, updated tting rooms, is one of the
best ways to enhance their shopping experience. Decluttering
and improving the shopper’s space allows them to focus on
discovering our great styles at the prices they love.
14
Pricing Clarity
Easy-to-understand pricing plays an integral role
in ensuring that our customers have an exceptional
shopping experience. We streamlined our pricing
visuals and eliminated the need for shoppers to
“do the math” involved with layered discounts
and percent-off promotions. Instead, we clearly
communicated the true “out the door” price,
and simplied the customer’s purchase decision.
Focusing on the Customer Experience
Stepping Up Our Stores:
Store environment plays a crucial role in the relationship we maintain with our customers, as well as in
attracting new shoppers. From broad, immediate visual appeal to the clarity and excitement of pricing and
promotions, we are dedicated to creating an enjoyable store experience that compels customers to keep
coming back for more JCPenney style.