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JCPenney Beauty offers comprehensive shopping experience



Following its 2020 bankruptcy reorganization, retailer JCPenney restructured their brand strategy and offerings to fit the evolving retail business model better and improve both in-person and digital shopping experience for its customers in 2023.  

These efforts have included expanding into the virtual cosmetics space through their partnership with Revive to develop AI skin care and AR makeup try-on technology, as reported by CosmeticsDesign​ in September of last year. In addition to an investment in digital technology, JCPenney also considered its online and in-store retail experiences and has expanded its offerings through the JCPenney Beauty initiative. 

To better understand the impact of JCPenney Beauty, CosmeticsDesign spoke with Jo Osborne, Senior Executive GMM Beauty at JCPenney for some insight into the current rollout and how the retailer is working to improve customer experiences. 

Intersection of online and in-store retail shopping 

E-commerce drove retail sales through the pandemic, but certain drawbacks to online shopping have proved challenging to the cosmetics and personal beauty care industries. For example, the inability of consumers to interact directly with products can ultimately dissuade purchase conversions or potentially result in an unsatisfactory customer experience. 

To address issues like these, JCPenney Beauty is a two-fold approach that leverages “both streams of online and brick-and-mortar shopping​” to help consumers bridge the gap between the two. Trends show consumers are “seeking the brick-and-mortar experience and craving an opportunity to discover new brands and products​,” said Osbourne, “while having the opportunity to explore hands-on​.”  

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