J.C. Penney revamps e-commerce site

A struggling department store retailer is trying to make its online shopping experience more enticing.

Amid reports that it is inching closer to filing for bankruptcy protection, J.C. Penney Co. is rolling out a new website and app design intended to promote higher levels of customer traffic, conversion and repeat visits. Features include a cleaner, easier-to-navigate home page with larger graphics and fewer background distractions, enhanced search functionality, automatically applied coupons, clear delivery dates, and a seamless checkout process. 

In addition, mobile users can enlarge site images by touch. According to Penney, the site upgrade occurred in eight weeks. The retailer is also adjusting its online product assortment and merchandising to highlight items that are in-demand during the COVID-19 pandemic, such as comfortable loungewear and pajamas, kitchen essentials, and everything you need to work from home.

“Over the past several months, we have been extremely tuned in to customer feedback about our online shopping experience and what is and is not working for them,” said Karl Walsh, senior VP and chief digital officer, J.C. Penney. “This re-imagination of the mobile shopping experience is just the beginning of continuous upgrades we’re looking forward to implementing in all areas of our e-commerce business.”