A number of consumers consistently said that they "weren't used to the new JCPenney, didn't understand what was happening, and didn't understand why a sudden change was needed within the store." Additionally, older consumers were reluctant to use mobile payment systems, which were particularly favored by younger generations who were not part of the loyal consumer base. Customers were unable to locate store specialists and experts for assistance with merchandise due to a lack of dress code and checkout counters. As a result, customers constantly complained and demanded that their feedback be passed on to the store's management team, otherwise they would refuse to return. This is reflected in the store's customer service scores, credit card applications, and daily store traffic. The customer didn't seem to want to accept the change within the