When I was a kid, department stores were the deal. They were then, the equivalent of the big box stores now – Target, Walmart, Bed, Bath & Beyond. Wildly popular. I’m not sure when that changed, but, now, I don’t think most consumers can tell you where there’s a Sears of JCPenney. But I found one…

So I was at a mall recently – also a thing of the past – and there it was… a JCPenney. It had been decades since I was in one and I was totally blind-sided by what I was. It was phenomenal!

Now, I need to make a distinction between the physical presence of the stores and the commercials. JCP has been very active in their advertising and very forward-thinking as well. I think that’s what made me stop and take note of the store.

We have Ron Johnson, JCP CEO to thank for that. He was the brains behind the Apple retail stores and the Genius Bar concept. No more sales, no more coupons and a fresh, new look to the stores. In fact, the stores now have what they call mini shops. This makes them look more like Target stores than like a 110-year-old department store.

But, consumers and critics aren’t taking to it so well. Sales have been down since Johnson put this new plan into action – likely because it’s not what consumers are used to. This is where the forward-thinking has to kick in…

As a childhood consumer of JCP, I’m glad to see it moving forward instead of shutting down. I like the idea that now, JCP looks like little stores within a store. They’ve expanded their product range and given each section a clean new look. Excellent.

And from what I’ve read, Johnson isn’t deterred by nay-sayers. He said progress might be slow, but, it will come if they stay committed to the new plan. It worked for Apple, it can work for JCP. I agree with that. It’s also evidenced by the fun, new commercials. And who can resist a company who gives kids free back to school haircuts for the entire month of August?

That’s the way to win the retail war. Put in everyday prices – remove the consumer battle to get the best price with sales and coupons… employ public relations activities to grow awareness and favor… create an inviting environment. I think his next step should be re-thinking the locations and sizes of the stores. Stay tuned…

If you haven’t been to a JCPenney in years, go, just for the experience. It’s a much better version of the department store and I hope it takes…