JC Penney is adding a whole new assortment of products to its stores in preparation for the 2011 holiday season. With the goal of increasing the number of impulse purchases, JC Penney has introduced a new “Wrapt” department. While the new department is only open in JCPenney’s Manhattan store today, the retailer has announced that it plans to roll out the Wrapt selection into all 1,100 JCPenney stores on October 24.
The Wrapt department carries about 300 items, including a balance of both JCPenney brands and others. The product assortment ranges from gourmet candy bars from Dylan’s Candy Bar, to tech accessories from X-Treme Geek, to hand bags from Glamour. (See photos below)
JCPenney Hires Target’s Top Marketing Executive
JCPenney also announced earlier this week that it has hired Target Corp.’s top marketing executive, Michael Francis, as its new president.
Target stores traditionally place high impulse merchandise, similar to Wrapt, in their action alleys. JCPenney seems to have noticed the success of this merchandising strategy and is looking to gain further guidance.
The “Wrapt” Product Assortment