Our first stop was JCPenney. The only remaining location in New York City is situated within the Manhattan Mall in midtown.
Once you enter the mall, there are a smattering of signs directing shoppers to the lower levels, where JCPenney is located.
As we descend into the lower levels, the first thing we notice is that the lighting is especially dim. It's not an especially warm and enticing atmosphere.
We start in women's apparel, where there is clearly an overstock of inventory.
next slide will load in 15 secondsSkip AdSkip AdDespite the ubiquitous sales throughout the section, nobody seemed to be touching tables like this one, boasting "buy one, get one free" shorts.
Nor were they browsing these St. John's Bay polos, stacked high and on sale for 40% off.
Despite the piles and piles of unsold inventory, most of the store was pretty tidy. However, there was still the occasional sloppy pile of discarded products.
Throughout the store, there were numerous size-able sale sections, featuring highly discounted apparel.
Meanwhile, there was not a single soul to be found in the jewelry department — not even a sales associate.
next slide will load in 15 secondsSkip AdSkip AdThe home goods area was similarly unpopulated.
Near the registers we found some uninspired "new arrivals" displays, like this one featuring picked over mugs and tumblers for bridesmaids.
The only somewhat bustling part of JCPenney was its in-store Sephora.
Sephora and JCPenney first forged a partnership in 2006. Today, more than 75% of remaining JCPenney stores include a section for the beauty retailer.
Source: Business Insider
However, beyond Sephora, not even its major name-brand partners seemed to have much appeal to consumers.
Next, we visited Macy's at its famous Herald Square location in New York City.
While this store undoubtedly receives high foot traffic due to its status as host of the Macy's Thanksgiving Day Parade and the setting of "Miracle on 34th Street," the in-store experience compared to JCPenney is basically night and day.
next slide will load in 15 secondsSkip AdSkip AdOn the first of the gargantuan store's nine stories, we were immediately inundated with high-end designer brands. Burberry was among the first brands we saw.
As well as Louis Vuitton and Coach, which were well-lit and inviting in comparison to the bleak feel of the JCPenney store.
As we walked through the first floor, we found signs and an escalator up to Macy's new pop-up store concept.
The store, called Story, features a curated selection of products based on a rotating theme.
The store's mannequin displays were much more innovative and visually appealing than JCPenney's.
Macy's also has a full food court, one of several food options scattered throughout the store.
next slide will load in 15 secondsSkip AdSkip AdAmong them include Auntie Anne's and Carvel.
Macy's has its own Big Piano, the interactive toy made famous by FAO Schwarz and an iconic scene from the Tom Hanks movie, "Big."
This was a particular hotspot, where shoppers waited in line to take their turn on the piano.
However, Macy's wasn't without its faults. On a lower level, we found a messy purse sale positioned next to ongoing construction.
There was a lot of caution tape. It looked like a retail crime scene, one where you could also score bags for 80% off.
Toward the top of the building we found an ode to "Miracle on 34th Street." Macy's serves as a pivotal part of the movie's plot.
next slide will load in 15 secondsSkip AdSkip AdMacy's has separate, well-delineated areas for its men's and women's stores. Within these departments we found a mix of designers and brand names across price points.
The men's section was especially busy.
Macy's also has a number of its own private-label brands, including International Concepts.
The shoe department was especially immaculate.
We found a room dedicated to shoe discounts bustling with shoppers taking advantage of a final sale.
Though the store has a dedicated beauty department, it also features various kiosks and specialty brands interspersed on different floors.
next slide will load in 15 secondsSkip AdSkip AdUnlike the JCPenney home goods section, we actually spotted a few consumers at Macy's.
Ultimately, it was impossible to deny that Macy's is finding a way to turn its performance around, while JCPenney's continues to falter.