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This bold, straightforward approach is admirable.  Although rebranding itself as “jcp“, giving its CEO the boot, offering collaborations with design guru Jonathan Adler,  Martha Stewart and luxury womenswear designer Georgina Chapman (of Marchesa!) –  and introducing fresh lines like the recent Duro Olowu collection –  are smart ways to build interest and bring new shoppers into the store, ultimately a different level of effort is required to keep them. Shoppers still require great customer service, quality products and fair pricing.  Customers still want bright stores, fun events and to feel that the brand reflects what is current and relevant.  Designer collaborations are awesome but you have to really advertise them, and you also have to maintain a vibrant and responsive social media presence.  Listening is great, but implementing real change that brings actual value to shoppers is even better.

jcp is making strides to attract, engage, and retain customers through outreach efforts; its Facebook page is FULL of customer feedback. This feedback won’t help if  jcp doesn’t act on it thoughtfully and quickly.

What do you think about jcp’s efforts?   The Georgina Chapman collection is enough to get me to roll through!