J.C. Penney expands curbside pickup

The department store announced earlier this week that it would roll out curbside pickup to 50 of its stores in the US after piloting the program at its recently opened concept store in Southlake, Texas. Starting next week, shoppers in select markets will be able to use JCPenney Style on the Go to pick up online purchases from outside their local stores. 

In a call with investors on February 27, JCPenney CEO Jill Soltau cited the program as one of the core components of the company’s revitalization process.

“To rebuild the fundamentals of our business, we are making improvements ranging from our core store processes to our integrated digital strategy,” she said during the call. “We are now consistently reducing inventory, improving shrink, re-envisioning our merchandise and rolling out innovations including curbside pickup.”

Though many retailers offer buy-online-pickup-in-store services, JCPenney will be one of the first major department stores to roll out curbside pickup at scale. The offering has proven especially popular for companies like Walmart, where an estimated 11-13% of shoppers used the service in 2019, according to a report by financial services firm Cowen and Company. Curbside grocery service is expected to account for 33% of Walmart’s sales in 2020.