From magic mirrors to selfie walls, retailers' haphazard attempts to court millennial shoppers have not been short on gimmicks.
Perhaps that's what makes J.C. Penney's approach refreshingly simple.
Instead of throwing the latest trends and technologies in the face of these shoppers, Penney's has honed in on one specific subset of the diverse generation: millennial moms. This group numbers more than 14 million in the U.S., according to Pew Research.
Penney's says its "emerging customer" base, which includes these women, accounts for 45 percent of its revenue. Millennial moms are also driving much of the growth in the company's sales and customer count.
Now, as the department store chain tweaks its product assortment and sharpens its focus on this shopper, it sees more opportunity ahead.
"We want to be able to deliver her needs both as a woman and as a mother," Sheeba Philip, J.C. Penney's vice president of marketing strategy and communications, told CNBC. "That's a huge unmet need."