Dive Brief:

• J.C. Penney partnered with Checkpoint Systems, an international retail technology firm, on its “Brand-Defining Store” in Hurst, Texas, according to a press release. The store features new styling rooms with Checkpoint’s InterACT Fitting Room tool and J.C. Penney’s Style @ Your Service tech, per the company announcement. 

• The fitting room tool helps shoppers find clothing in different sizes and colors without exiting the fitting room and has interactive screens that display product information and product recommendations. The tool also allows customers to communicate with style assistants, per the release. 

• The retailer launched the new store concept, “built around extensive customer research,” in November 2019.

Dive Insight:

J.C. Penney’s partnership with Checkpoint Systems comes as the company attempts to turn itself around. In late February, the retailer reported that net sales fell 7.7% year-over-year to $3.4 billion, and net income dropped 64% to $27 million. The company also announced at that time that it is closing “at least six store locations in fiscal 2020.” 

The retailer’s chief customer officer, Shawn Gensch, credited for developing the company’s Plan for Renewal and strengthening its marketing leaders, also departed the company last month.

As the retailer contends with sales declines and a leadership shakeup, it appears that the testing of new in-store technology is another attempt at revitalizing its brick-and-mortar offerings. Earlier this month, the retailer also introduced its Style on the Go curbside pickup service at 50 more U.S. stores.

“Delivering an engaging experience for our customers is one of our key tenets,” Diane Padgett, J.C. Penney director of IT, said in a company statement. “Leveraging Checkpoint technology in our Styling Rooms is one of the many ways we accomplish this on a daily basis.”

J.C. Penney isn’t alone in its pursuit to revamp its brick-and-mortar presence, though several legacy retailers are struggling to make their physical stores relevant again. These efforts come as as several retailers also closed stores in high numbers in 2019.