In her 27-year career with J.C. Penney, Karen Meskey-Wilson has donned many hats, working in a variety of areas within the department store, including operations, merchandise and store environment.
She joined the department store after graduating from the State University of New York at Buffalo, moving up the ranks from district manager to regional operations manager. In 1999, she moved to J.C. Penney's Plano, Texas, headquarters to become director of merchandise execution for the home division. In 2002, she was promoted to vp/ director of store planning and merchandise standards, a post she says is the most rewarding yet.
“Visual and store planning touches and has a profound impact on all parts of retail,” she says.
In 2003, Meskey-Wilson headed the launch of J.C. Penney's off-mall store prototype. Today, she says one of her top priorities is leading the retailer's adoption of in-store digital media (ISDM). But why does a visual person feel in-store technology is so important?
“Today's customer is so tech savvy in her everyday life and she expects that same experience when she shops,” she says. “But, the technology that a retailer puts in front of the customer must be consistent and it has to work. Worse than no technology is bad technology.”
How has the industry changed the most over the last 10 years?
I think the advances in technology have made store planning and visual merchandising operations better and faster. To be able to see 3-D virtual models of departments, fixtures, visual and the entire store allows us to minimize mistakes and be faster to implement changes and updates.
What will be the one biggest change in the next 10 years?
The use of technology to enhance the shopping experience.
What's the first thing you notice when you walk into a store?
Lighting. The different types of lighting create texture that can enhance any type of product. When we remodel a store, the Number One response from our customers is always the difference in the lighting.
What's your favorite weekend activity?
My 12-year-old daughter is a very talented golfer and I am her caddy when she plays in national tournaments. It's nerve racking when she asks me for advice, but I love being with her when she plays. I also play, but the difference is that I “play” golf, while she is a “golfer.”
What's your favorite place to relax at home?
My backyard. I have a pool with a stone waterfall, surrounded by a perennial garden. I love sitting under my arbor next to the outdoor fireplace at night, watching and listening to the water. It's very peaceful…
If not visual, what else would you be doing?
I think I would enjoy being in our real estate strategy division. Finding a great property, negotiating the deal and then opening a successful new store would be very gratifying.
What's your favorite Thanksgiving tradition?
The turkey. Each year I try a new way to cook the traditional turkey. Roasting, grilled, brined, a Martha Stewart cheesecloth-basted version (took forever) and the latest, a Texas specialty – deep-fried turkey.
What's a sign that the future looks good for department stores?
The key department store retailers have had good growth with their core customer. From luxury to discount, the trends have been good. Also, at every level, retailers are talking about offering more aspirational product to their customers. And it seems to be working.