The move to convert over 750 salons across the country is one that the retailer hopes will help it attract more customers to its stores and, in turn, garner greater loyalty. The initial collaboration with InStyle was disclosed in February 2015, with a test of 15 pilot locations and two flagships that were revamped that summer.
John Tighe, chief merchant for the retailer, said, “Providing customers with a compelling head-to-toe beauty solution is an important differentiator and growth strategy for J.C. Penney. It gives shoppers more reasons to visit a store and the personal, interactive experience inspires them to spend considerably more than the average customer.”
The chain is making investments in its salon operations, as well as a new compensation package that offers higher commissions and scheduling flexibility that it hopes will attract 4,000 seasoned stylists, the company said. The compensation package was introduced earlier this year. In addition to hair stylists, the chain is looking to hire skin aestheticians, nail technicians and massage therapists.
The full-service salons are expected to undergo renovations this summer. The retailer is also adding an online booking service so clients can schedule appointments, as well as shop online for nearly 3,000 salon products.
J.C. Penney on Monday touted that it is “one of the only retailers” that offers salon, beauty and fashion all in one store. The chain has a 10-year partnership with Sephora.