Clarence Kelley

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

Mired in a “sea of sameness,” multichannel retailer J.C. Penney is challenged to differentiate itself from its competitors. By creating emotional connections with consumers through easy and enjoyable shopping experiences — no matter the channel — it believes it can do just that. At last month's National Retail Federation Convention in New York, Clarence Kelley, executive vice president of planning and allocation at J.C. Penney, outlined four tactics the company uses to better serve its customers.

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