Today’s retail landscape is very rocky given the growing demand for enhanced customer service experiences. J.C. Penney (NYSE:JCP) understands too well what it takes to boost foot traffic or grow the business. As a result of this, it has embraced a partnership with Sephora, which will bring on board more than 70 Sephora-inside-JCPenney locations.
J.C. Penney will also be expanding another of its 32 stores as from May 5. The expansion is expected to create close to 800 new beauty consultant positions, which will incorporate the company’s growing portfolio of products. Over and above all this, the company also expects to roll out a feature, which will take care of the customer’s makeovers within the store.
Beauty has become growth strategy to look out for
Sephora shops will be featured in almost all 650 Penney stores, which explains how important the need for beauty services has become for the business. The chairman and CEO of J.C. Penney, Marvin R. Ellison says, “Since establishing the first Sephora inside J.C. Penney over 10 years ago, beauty has become a formidable growth strategy that makes our brick-and-mortar stores a dynamic and inspiring place to shop.”
Ellison also outlines that they have been using a stunning beauty experience in their stores to beat the rivalry. JCPenney says it has been seeking for ways to increase its offering of Sephora products; hence the expansion move is timely.
Other retailers have taken note of Penney’s success with beauty
Ellison says they will be strengthening their technology and infrastructure so as to reach new beauty customers. They will also launch the customer’s ability to purchase Sephora online and the same day pick-up of their orders at a JCPenney store.
Sephora’s appliance showrooms and salons have given JCPenney’s stores a notable attention by other retailers, one of them being Macy’s. In 2015, Macy’s purchased Bluemercury, which is Sephora’s competitor and it has so far added 24 freestanding locations in FY 2016. This is likely to Macy’s Inc (NYSE:M) a boost given that Bluemercury is less well known.
In the meantime, J.C. Penney’s stock closed at $5.62 witnessing an increase of $0.04 or 0.72%.