JCPenney appliances

Image courtesy of JCPenney

JCPenney to Sell Appliances in Three Pilot Markets

Retailer will introduce an assortment of major appliances in 22 pilot stores beginning February 1

In an effort to improve home department sales and better serve its customers, JCPenney is entering the appliance market, beginning in three pilot markets (22 pilot stores) beginning February 1: San Antonio, San Diego, and Tampa. 

Each pilot location will feature 90 to 150 top-rated kitchen and laundry appliances in a dedicated showroom staffed by trained associates, according to a release. Additionally, in an effort to increase shopping appeal for women, select display models will be styled in “inspiring lifestyle vignettes” to help customers visualize the appliances in their own homes.

Marvin Ellison, chief executive officer for JCPenney, says, “Our research shows that the female consumer is the key decision maker in the appliance purchase process. Recognizing that over 70 percent of our shoppers are women, we’re going to improve the way customers shop for appliances by building an emotional connection with the female shopper who already trusts JCPenney to furnish her home and wardrobe.”

In addition to the pilot stores, JCPenney plans to make an assortment of major appliances available on beginning this spring. The company also plans to leverage its JCPenney credit card and JCP Rewards program to provide additional incentives and benefits to customers purchasing appliances from the retailer.

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