Introduction
For more than a century, JCPenney has been part of the fabric of American retail. But even legacy brands must evolve. For JCPenney, the challenge was staying connected to tens of thousands of associates spread across hundreds of locations. In recent years, leadership noted that communication felt distant; schedules were rigid, and leadership had little real-time visibility into what was happening on the ground.
Frontline associates felt the gap. Updates often arrived too late; flexibility was limited, and opportunities for recognition were scarce. High turnover and low engagement reflected the strain, with annual surveys showing participation from only about half the workforce.
JCPenney also recognized the need for more structured collaboration. With thousands of associates across hundreds of stores, chat rooms had become inconsistent and cluttered. To create a foundation for connection, JCPenney partnered with WorkJam to standardize chat communication and support team-based collaboration at scale.
Guided by a strong associate value proposition, JCPenney set out to create an even better place for its teams to work and grow. Leadership envisioned a digital workplace that empowers frontline associates, strengthens engagement, and reduces turnover—partnering with WorkJam to bring that vision to life.
