Personalities – J.C. Penney is re-imaging itself


J.C. Penney is re-imaging itself

Back to the roots and re-inventing retailing, this is what American J.C. Penney is doing right now and to execute its new centre core strategy the company has taken an experienced retail specialist newly on board, it is Laurie Beja Miller (54) and she will become Executive Vice President of The Square

When James Cash Penney founded his company over 110 years ago he did it on the principle of treating customers the way he wanted to be treated himself: faire and square. Today the company with 1100 stores is re-imaging every aspect of its business in order to reclaim its birthright and become America’s favourite store, meaning that it is transforming the way it does business and remaking the customer experience, in addition also the E-Business. The management is sure that customers will discover straightforward fair and square pricing and best pricing (every 1st and 3rd Friday), month-long promotions in synchronisation with the rhythm of their lives, exceptionally chosen merchandise, artful presentation and unmatched customer service.

In retro-perspective J.C. Penney’s top executive stated: “In the golden age of department stores, America’s families came for more than just to shop. They were able to have fun experiences and were offered a range of useful services. We are going to revive that excitement and convenience at J.C. Penney. With Laurie B. Miller (from April 1, 2012) the company named a person with an proven track record of creating differentiated shopping environments and she disposes of a unique insight in to customer behaviour and a passion for retailing. She lately served since 2010 as senior vice president and general manager for Americas at Bare Escentuals, before she spent three years at Nike as general manager, vice president Nike Retail U.S. and previously she was vice president, product development and merchandising at Hallmark Cards and before that assignment she was vice president, special projects at Apple, senior vice president and general merchandise manager at Pottery Barn and was as well general manager of electronic media (1984-1995) at Spiegel. After receiving a B.S. from Iowa State University in Textiles and Clothing/Business Administration she started working in department stores, first at Milwaukee Boston Company then at Marshall Fields. She feels that “joining J.C. Penny at the moment it undertakes a total transformation is the most exciting opportunity at this point of my career”.

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