Redefining JCPenney for today’s customer

Retail is evolving at an incredible pace, but at its core, it still comes down to people. Michelle Wlazlo, brand CEO of JCPenney, joins Retail Gets Real to share her grounded and optimistic perspective on where the industry is headed and why the fundamentals of serving customers remain as important as ever.

Serving America’s working families

JCPenney’s customers are often overlooked in broader retail conversations, but Wlazlo makes it clear that this audience is the heart of its business: teachers, healthcare workers, service industry employees and families earning roughly $50,000 to $70,000 a year. These are people who want fashion, home goods and experiences just like anyone else, and JCPenney’s role is to deliver all of that with strong value. From apparel to home to beauty services, the goal is to surprise customers with how much the brand can offer.

Michelle Wlazlo, brand CEO of JCPenney

The balance between digital and physical retail

Despite years of headlines predicting the death of stores, retail has settled into a more balanced reality. Ecommerce continues to grow, but physical stores remain essential. Wlazlo describes the crossover as digitally native brands looking to open more stores while traditional bricks-and-mortar retailers continue to invest in their online presence. People still want to touch, feel and experience products in person; retailers now must plan for growth in both areas, rather than choosing one over the other.

Rediscovering the JCPenney brand

One of the biggest opportunities ahead is reminding customers what JCPenney offers today. Many people have strong memories of the brand, especially in categories like home and fine jewelry, but may not realize how much it has evolved. The power of those nostalgic connections encourages customers to create new ones, and with initiatives like the “Yes, JCPenney” campaign and increased focus on social and experiential marketing, the company is meeting customers where they are and reintroducing itself to a new generation.

Episode Chapters

(00:00:00) A retail career shaped by customers

• How early retail experiences shaped a customer-first mindset

• What working with high-end shoppers taught Michelle Wlazlo at a young age

(00:06:11) Why physical stores aren’t going anywhere

• The myth of “dead malls” versus today’s retail reality

• How customer behavior shifted after the pandemic

(00:08:56) Reintroducing JCPenney to a new generation of customers

• Who JCPenney is really built to serve and why it matters

• How nostalgia can drive new discovery and growth

(00:15:49) The forces reshaping retail right now

• Why AI is only one part of a much bigger shift

• How changes in health and culture are influencing shopping behavior

(00:17:47) Career advice that changes how you lead and grow

• The value of curiosity early on in your career

• What the industry learned about collaboration during challenging times

(00:19:48) What will and won’t change in the future of retail

• Why the fundamentals of shopping are here to stay

• The emotional drivers behind spending decisions

(00:22:18) The joy of shopping beyond just buying

• Why discovery fuels the joy of shopping more than making a specific purchase

• Why shopping can be a meaningful shared experience

Resources:

• Become an NRF member and join the world’s largest retail trade association

• Learn about retail advocacy at nrf.com/advocacy

• Find more episodes at retailgetsreal.com