JCPenney drops big books
David Perry -- Furniture Today, November 18, 2009
Plano, Texas – JCPenney will stop publishing its twice a year big book catalogs. Instead it will focus on targeted specialty catalogs, the Internet and social media. The Christmas catalog, however, will continue.
“Big book catalogs have become less relevant as customers have embraced shopping online, where they have ready access to our entire assortment at any time on jcp.com," said Mike Boylson, executive vice president and chief marketing officer.
JCPenney has more than 500,000 Facebook friends and earlier this year launched an iPhone app. The company also reaches millions of consumers through its opt-in e-mail alert system.
The retailer's specialty catalogs fall into three categories: home, women’s apparel and accessories, and men’s.
JCPenney said the strategic move would also have an upside environmentally. The company expects to reduce its 2010 paper consumption 25% to 30% by eliminating the big books.
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