JC Penney’s CEO Marvin Ellison is keen to make the shopping experience more seamless and customer-focused, whether in store or online, in a bid to lure consumers back. His plans include a remodelled layout, improved loyalty scheme and more focused marketing, according to a report in Dallas News.

Ellison is said to be looking at store layout, rebranding salons with In Style magazine and adding more beauty brands and products as well as positioning neighbouring departments logically to help shoppers navigate their way through the store.

The new CEO is also keen to catch up with his competitors on the digital front. After years of neglect, Penney’s online business leaves much to be desired and Ellison is hoping to transform it into an ‘omnichannel’ to rival the best in the business as well as convert more of its marketing from print to digital.