Department store chain JCPenney has started accepting Apple Pay in all its US stores to enable customers to make mobile payments.
The move is aimed to ensure an improved shopping experience.
Through the partnership with Apple Pay, the retailer has integrated its JCPenney Credit Card and JCPenney Rewards loyalty programme into the payment platform to enable users to both make payments and earn shopping points.
JCPenney chief information officer Therace Risch said: "With Apple Pay at JCPenney, we're able to offer a faster, more seamless checkout process by allowing our customers to pay for their purchases by simply holding their iPhone or Apple Watch near a point-of-sale terminal, rather than inserting a chip card.
"And with the added convenience of our credit card as a payment option via Apple Pay, we're giving customers another compelling reason to join our credit card and loyalty programmes."
Using the iPhone Wallet or Apple Watch app, customers need to add their JCPenney Credit Card as a payment option to Apple Pay.
Through the technology, customers need to access a unique security code generated on the device before making transactions.
Operating in the apparel and home furnishings segment, JCPenney has a network of more than 1,000 stores across the US and Puerto Rico.