J.C. Penney Co. is taking a page out of Walmart’s and Target’s playbooks.
The struggling department store retailer is offering a curbside pickup option known as “Style on the Go” at 50 locations across the U.S. Penney piloted the service in November 2019 at its totally revamped and reimagined store in the Hurst, Texas, a Dallas suburb. Following positive customer response, Penney’s decided to expand curbside pickup further.
To utilize the service, customers at participating Penney’s stores can select “free same-day pickup” or “ship to store” while viewing their digital cart before proceeding to checkout. When picking up their order, customers pull up to a reserved parking spot and call or send a text to the number posted on the reserved parking sign and provide their parking spot number and order number. A store associate then brings the order out to the customer’s car.
According to Penney’s, curbside pickup is part of its “Plan for Renewal,” a corporate strategy focusing on driving traffic, offering compelling merchandise, and providing engaging customer experiences that make shopping easy.
“Style on the Go curbside pickup is all about our customers and how they want to shop,” said Jim DePaul, executive VP of stores, J.C. Penney Co. “As we continue to put our customers at the heart of everything we do, we continue to create engaging experiences across all touchpoints. Whether they’re shopping online at our flagship store, jcp.com, or through our app, we’re helping our customers live life their way through this convenient service We continue to make shopping at our stores even more convenient as we adapt to our customers’ needs so they can shop when, where, and how they want.”
The service will be available in several markets across the U.S, including locations in California, Florida, Kentucky, Missouri, New York, Ohio, Tennessee, Texas, Washington, and West Virginia.
J.C. Penney operates approximately 850 stores across the U.S. and Puerto Rico.