Penney to Appeal to Shoppers’ Impulsive Natures
J.C. Penney is hoping that shoppers get all "WRAPT" up in its new store-within-a-store concept.
The company announced earlier this month that it was rolling out its WRAPT holiday gift shops at all of its 1,100 stores across the country in the next week. The concept will feature 300 items, many exclusive to Penney, including everything from artisan chocolates to consumer electronics, all for $40 or less.
"Our customer is pressed for time. We wanted to pull it together for her to make it easier," Jan Hodges, Penney’s senior vice president and general merchandise manager of women’s accessories, told The Associated Press. "This won’t overextend her budget. These are impulsive gifts. We are creating a wow factor."
A report on the John Simon Daily website praised Penney for working with "six extraordinary co-branding partners including the MoMA Design Store, Dylan’s Candy Bar, X-Treme Geek, Glamour Magazine, Maxim Magazine and the Smile Shop" to develop the WRAPT concept.
- Penney ups the ante on impulse gifting – The Associated Press/Bloomberg Businessweek
- WRAPT is the New Gift Destination at JC Penney: Small Surprises. Big Reactions. Gifts for everyone. – John Simon Daily
- J.C. Penney Targets Impulse Buyers with WRAPT Boutiques – Bizmology
Discussion Questions: Will WRAPT be a winner for J.C. Penney? Does a store-within-a-store concept similar to this have a life beyond the holiday selling season?