Transforming Retail: JCPenney® Teams Up with Tech Leaders to Revolutionize the Shopping Experience

JCPenney initiated an effort to redefine the retail shopping experience by focusing on technology-driven solutions and efficient store design. With increasing customer expectations for convenience and shorter wait times, JCPenney initiated a comprehensive retail transformation to create a customer-centric environment while improving operational efficiency. JCPenney partnered with retail consulting firm Kitestring to meticulously document customer journeys across these diverse retail environments to identify key touchpoints and opportunities for improvement. The RFP process ultimately culminated in selecting Elo, whose innovative mobile-first solutions aligned perfectly with JCPenney's goals.

The Challenge

JCPenney recognized the need for a more flexible and customer-friendly shopping experience as the retail landscape shifted. Traditional fixed registers often led to bottlenecks and long lines, reducing customer satisfaction. JCPenney aimed to:

• Streamline in-store operations and minimize customer wait times
• Increase the mobility of store associates to assist customers throughout the store better
• Ability to collect payment from anywhere in the store
• Simplify deployment and footprint of technology solutions while ensuring flexibility across departments
• Enhance employee ergonomics and ease of use when interacting with technology
• Create an integrated solution that supports transactions, consultations, and inventory management in a seamless manner

The RFP and Consulting Partnership

JCPenney launched an RFP to select the ideal technology partner. Six technology companies competed to provide a solution that could accommodate the unique demands of JCPenney's departments, including specialized areas such as salons and high-end jewelry counters. Kitestring played a crucial role in this process, working closely with JCPenney to document every possible customer interaction and technology touchpoint. By mapping out these touchpoints across different departments, JCPenney and Kitestring created a streamlined list of requirements for the ideal hardware and software solution. The critical criteria were flexibility, mobility, and seamless integration, and Elo quickly emerged as the top contender.

Elo's Winning Solution

Elo's approach stood out due to its focus on understanding the current and future customer journeys that JCPenney envisioned. At the core of Elo's offering were two primary devices enabling transactions and payments anywhere:

• Elo M60 Mobile Computer: A handheld device with docking capabilities, allowing store associates to move freely throughout the store while still performing transactions and assisting customers.
• Elo Pay M100 Tablet: A 10-inch commercial-grade tablet that serves both as a mobile device for consultations and transactions and as a fixed register when docked, providing flexibility based on business needs.

These devices provided JCPenney with an unparalleled level of versatility. Whether handling transactions in the apparel section or consulting with customers at the jewelry counter, store associates could adapt to different customer needs in real time. The M60 and M100 allowed associates to assist customers from anywhere in the store, eliminating the need for customers to wait in line at fixed registers.

Key Features of the Elo Solution

Several key factors drove JCPenney's decision to choose Elo:

• Software Agnostic: Elo's solution was platform-agnostic, allowing JCPenney to integrate the technology across its existing systems.
• Flexibility in Form Factor: Both Elo devices function in a mobile and docked state to serve as versatile point-of-sale systems. This flexibility allowed JCPenney to adapt based on customer flow and departmental needs.
• Simplified Deployment: Reducing the footprint of fixed registers while still providing robust transaction and inventory management capabilities simplified store design and technology deployment, enabling JCPenney to meet its primary objectives.
• Enhanced Customer Experience: Store associates guide customers through shopping, assist with online orders through JCPenney's endless aisle, and process transactions anywhere on the sales floor. The ability to apply for and manage JCPenney cards further streamlined the customer experience.
• Efficiency Gains: The Elo M60 and M100 devices allowed JCPenney to improve transaction speed, manage inventory control, and execute back-office tasks more efficiently, allowing employees to engage with customers.

Implementation and Success

Implementing Elo's technology has enabled JCPenney to revolutionize the in-store experience. Associates equipped with Elo devices can now roam the sales floor, assisting customers without being tied to a fixed register. For example, suppose a customer is unable to find a product in-store. In that case, the associate can use the M60 or M100 to browse JCPenney's online inventory, place an order, collect payment, and arrange shipment directly to the customer's home or local store. Additionally, Elo's devices' flexibility extends to high-traffic areas such as salons and jewelry counters. The M100 tablet doubles as a line display for customers applying for a JCPenney card or scheduling future appointments through the "Keep in Touch" application. This feature improves the customer journey and provides operational efficiencies by integrating multiple functions into one device.

Anticipated Success Metrics

JCPenney anticipates several key success factors as a result of the Elo implementation:

• Faster Transactions: Reduced customer wait times through mobile, on-the-spot payment capabilities
• Improved Inventory Management: Seamless integration between inventory control and front-end systems
• Enhanced Customer Interaction: Associates can now provide personalized service, resulting in improved customer satisfaction
• Operational Flexibility: The ability to transform mobile devices into fixed registers as needed improves the efficiency of space and technology use

Conclusion

JCPenney's partnership with Elo has successfully transformed its in-store shopping experience by adopting a customer-centric, mobile-first strategy. Through integrating Elo's M60 mobile computers and M100 tablets, JCPenney has improved operational efficiency, enhanced customer service, and reduced wait times across departments. As JCPenney continues to innovate and adapt to the evolving retail landscape, the flexibility and scalability of Elo's technology will remain critical drivers of the company's success in delivering a superior shopping experience.