JCPenney 2014 Annual Report Download - page 4

DRIVING
GROWTH
2015 - 2017 PATH TO PROFITABLE GROWTH
JCPenney ended fiscal year 2014 on a high note, demonstrating the significant progress made to
restore our business. Having developed a strong foundation for growth, we intend to capitalize on
that momentum by continuing to grow market share in men’s, women’s and kids, which generate
half of the Company’s overall sales volume. The Company also identified three areas that represent
significant opportunities for incremental sales growth. Fortunately, JCPenney has been a leader in
all three initiatives at one time. That’s why over the next three years, we’re focused on getting back
to what we’ve always done well.
While the name may sound like retail jargon,
omnichannel simply describes how we’re adapting
our business to today’s digitally savvy shopper. The
Company is investing in the technology and resources
to support the many ways customers shop – whether
it’s in store or online using their smartphone, desktop
or tablet – we’re going to make the JCPenney shopping
experience easy and seamless across all channels
and devices.
With nearly half of all jcpenney.com trac originating
from a mobile device, JCPenney introduced an
all-new JCPenney app for iPhone in 2014. The new
and improved shopping app lets customers navigate
jcpenney.com with ease. Customers shopping inside a
JCPenney store find it useful for locating coupons and
applying them at the register. The JCPenney mobile app
also enables users to scan an item’s barcode to access
product information and customer reviews as well as
determine its availability online or at nearby stores.
FLEXIBLE DELIVERY OPTIONS
JCPenney was one of the first retailers to ship online
orders to over 1,000 locations for free pickup in store.
Now we’re leveraging our history and experience as a
department store, catalog and online retailer to ship
more merchandise more ways:
Ship from Store
Following a successful pilot program last fall where over
50 stores began fulfilling select jcpenney.com orders,
we will now expand those eorts to over 30 additional
categories and approximately 200 additional stores
during the first half of 2015.
Same-Day Pickup or Delivery
Leveraging our existing pickup in store capability,
we’ll launch a same-day pickup option in 2015 in
approximately 250 stores in 12 to 15 major markets.
In 2016, we’ll also pilot a same-day delivery option
in select markets.
“Find It, Keep It” is our promise
to the customer that if they can’t
find a particular item, size or color
in store, an associate can order it
online at jcpenney.com, and have
it shipped directly to their home
or store for easy pickup. This
functionality also comes standard
on the new JCPenney iPhone app.
DRIVING GROWTH IN OMNICHANNEL
DRIVING GROWTH | Omnichannel