Making a Difference by
creating a virtual shopping experience
Attract and Inspire a wider audience
JCPenney Optical, a brand of U.S. Vision, was a family-friendly optical department known mainly to customers who were seeking value for their hard-earned dollars and who typically considered eyewear a medical necessity. Hidden inside the bigger retail environment of JCPenney, JCPenney Optical was easily overlooked and feared falling behind other large-scale discount chain stores and online retailers who more effectively catered to today's shoppers — people who are looking for more than just an affordable optical solution, but also a look to match their personal style. To compete, and expand, JCPenney Optical needed to innovate.