JCPenney rebrands fine jewelry, adds smartwatches to boost holiday traffic in store

By

Cassidy Mantor

Published
Oct 20, 2017

JCPenney has added smartwatches to its jewelry division across 245 stores, aiming to boost foot traffic. It has also rebranded its jewelry section across all stores and is targeting bridal customers this holiday.

JCPenney is debuting its jewelry department under a newly trademarked name JCPenney Co. Fine Jewelry, Est. 1902. The rebranded jewelry department will pay tribute to the company's heritage while introducing new technology and branded experiences to modern consumers.

"Fine jewelry is an extremely personal purchase, boasting some of the most loyal customers in our store. By bringing the latest trends in smartwatch technology into our assortment, we have the chance to attract new customers and introduce them to other areas inside JCPenney," said Pam Mortensen, senior vice president of fine and fashion jewelry and watches at JCPenney.

Mortensen explained the company's market research has shown that "fine jewelry is one of the best opportunities for cross-shopping at JCPenney as shoppers may initially come in for a smartwatch," and then be drawn to other categories.

To have a strong entry point experience, JCPenney will add smartwatches from top brands including Samsung, LG, and Garmin. To further support the new product category, JCPenney is training its associates in a new 'Watch Professional' program to help them understand the technical aspects of each new product.

JCPenney is also revitalizing its 'Modern Bride' shopping experience to round out its jewelry category. Started in 2011, JCPenney offers engagement rings and wedding rings in its fine jewelry department with a targeted marketing and storytelling experience.

Mortensen said, "The wedding ring purchase is a gateway to the rest of the store and Modern Bride represents a significant opportunity to develop a life-long customer relationship as she gets married, buys a house and starts a family."

JCPenney has updated all imagery in store as well as all fixtures in the department as it further invests in these customers.

JCPenney is investing in its store associates as well. Associates working in the fine jewelry department will receive special training on cuts, quality and characteristics of diamonds, gems and metals to best serve customers.

The store carries smartwatches that range in price from $155 to $350 in 245 stores across the country. There is an expanded assortment available online through JCPenney's e-commerce site.