111 / 240
JCPenney has clearly put time and energy into providing a valuable mobile experience that goes beyond ecommerce functionality. While the retailer’s app falls behind the higher-end department stores, JCPenney is still a leader in its category. Like other leaders, JCPenney smartly provides a product scanner that uses shoppers’ own phone cameras. When a customer takes a photo of an item, or scans its barcode or QR code, the app pulls up information about the item, or related items if the product can’t be easily identified. JCPenney also scored well in the checkout and rewards categories. Recognizing that value-seeking JCPenney shoppers are interested in redeeming points and saving money, the app makes both the loyalty program as well as store coupons easily accessible by phone. However, we found coupons weren’t always automatically added to our cart during checkout. While the JCPenney app does not transform the in-store shopping experience, its features are focused on providing value where it’s most important.