Walking between the two allows you to see how challenging it is to translate the excitement from a small footprint, busy Apple store into a large footprint, quiet JC Penney department store. To assist in the process of translating this excitement from Apple to JC Penney, Johnson has hired several Apple employees. His latest recruit is Laurie Beja Miller who worked on special retail projects at Apple and has worked at Nike retail. To create retail excitement, Miller talks about the store being orientated around 'The Square'. While no one knows exactly what this looks like yet, in my humble opinion we can expect to see a new JC Penney store format that includes mobile checkout services, use of targeted checkout vouchers and a rejuvenated brand and store feel. These elements combined will attract new shoppers, as well as younger employees that are eager to begin a retail career with JC Penney.