A variety of consumers consistently stated that they "weren't used to the new JCPenney, didn't understand what was happening, and didn't understand why the sudden change within the store was necessary ". Additionally, older consumers were reluctant to use mobile payment systems, which was particularly favored by the younger generation who were not part of the loyal consumer base. Customers were unable to find in-store specialists and experts for assistance with merchandise due to lack of dress code and checkout counters. As a result, customers were constantly complaining and demanding that their feedback be relayed to the store's management team or they would refuse to return. All of this is reflected in the store's customer service scores, credit card applications, and daily store traffic. The client did not seem willing to accept the change within the given time frame.