J.C. Penney partnered with Checkpoint Systems, an international retail technology firm, on its "Brand-Defining Store" in Hurst, Texas, which features new styling rooms with Checkpoint's InterACT Fitting Room tool and J.C. Penney's Style @ Your Service tech. The fitting room tool helps shoppers find clothing in different sizes and colors without exiting the fitting room and has interactive screens that display product information and product recommendations. The tool also allows customers to communicate with style assistants.

As the retailer contends with sales declines and a leadership shakeup, it appears that the testing of new in-store technology is another attempt at revitalizing its brick-and-mortar offerings. Earlier this month, the retailer also introduced its Style on the Go curbside pickup service at 50 more U.S. stores.

Press release : Checkpoint System Partners with JCPenney