JCPenney has created a self-funded reinvestment plan of more than $1 billion to enhance customer experience across its physical footprint, improve digital capabilities and to optimize operations.

The reinvestment will also focus on long-term growth and boosting customer loyalty, according to a press release.

This reinvestment comes on the heels of the retailer launching JCPenney Beauty, store refreshes and improved digital shopping.

The retailer will continue to upgrade its website and mobile app with, among other features, improved search functionality and product details, customer product reviews and more customized product and styling recommendations.

To make the in-store experience more inviting and productive, the company's stores are undergoing varying updates, including enhanced store look and feel, improved technology and associate tools and physical upgrades. Additions include a new point-of-sale system and upgrades to in-store Wi-Fi networks.

JCPenney is upgrading merchandising tools and supply chain operations and deploy inventory management systems. Enhanced tools will also scale JCPenney's ability to provide customized and localized product assortments in tune with local community preferences and trends.

"JCPenney is on strong financial footing and is steadily increasing relevance and frequency with our core customers," Marc Rosen, CEO, said in the release. "We are poised for continued growth and know that the surest path to success is by focusing on our customers. That's why we are wholly committed to serving hardworking families across America with the attention, value, quality, choice and experience they deserve. Our customers are passionate, resilient and tireless in their efforts to make every moment count. We're here to help them do that every day."

JCPenney employs 50,000 associates and operate more than 650 stores in the U.S. and Puerto Rico.

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