JC Penney using self-service in 'hip' in-store shops

As part of the retailer's turnaround strategy, J.C. Penney has opened its first "hip" in-store shop dedicated to giving shoppers a more hands-on experience. Each shop is dedicated to the Levi's and Arizona brands, as well as a new brand called "i jeans by Buffalo," according to dispatch.com.

The struggling retailer will open the shops inside 683 JCPenney stores across the country. Features include denim bars, where shoppers can talk to iPad-toting "fit specialists" and choose from 11 different cuts and 88 different finishes or washes.

J.C. Penney has recently reported that same-store sales during the first three months came in at a worse-than-expected 18.9 percent. It also posted a large net loss and cut its dividend.

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