J.C. Penney brings interactive style to fitting rooms

Dan Berthiaume
Senior Editor, Technology
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J.C. Penney Co. wants customers to find the perfect item in a single trip to the fitting room. 

As part of the “Brand-Defining Store” concept the department store chain is piloting at North East Mall in Hurst, Texas, J.C. Penney is equipping its new “styling rooms” (interactive fitting rooms) with the Checkpoint Systems InterACT fitting room solution and its proprietary [email protected] Service technology. 

Leveraging the Checkpoint InterACT fitting room solution, J.C. Penney provides an interactive in-store experience to customers requiring assistance. The solution allows customers the ability to receive help with different sizes or colors without leaving the fitting room. It includes interactive screens that enable access to detailed product information, product recommendations and seamless communications with styling assistants. According to J.C. Penney, early customer response has been positive.

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

J.C. Penney launched its new store concept in November 2019. The “Brand-Defining Store” includes clothing assortments organized by occasion; an in-store Sephora shop, beauty parlor, fitness studio, café, and barber shop; and a digital home goods tool provided in partnership with Pinterest, as well as styling rooms.

J.C. Penney combines a footprint of approximately 850 stores across the U.S. and Puerto Rico with an e-commerce site.