Penney Writes Final Chapter on Big Book
More consumers are going online than ever before and
merchants are questioning whether they need to continually churn out
catalogs to stimulate sales activity. The latest merchant to decide to
turn the page on catalog production is J.C. Penney. The company announced
this week that it would no longer publish its twice-yearly 1,000-page
“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, one of the nation’s largest general
merchandise sites on the internet. At the same time, customers greatly
appreciate the smaller, more personalized catalogs we have introduced
as well as digital and mobile applications that make it easier, more
convenient and fun to shop with us," said Mike Boylson, executive vice
president and chief marketing officer at J.C. Penney, in a press release.
(Mike) Ullman, III, chairman and chief executive officer of J.C. Penney,
pointed to the environmental benefits of the change calling it “a
strategic opportunity to continue reducing our overall paper consumption
and transportation-related environmental impacts.” The company expects
to reduce its catalog paper use by 30 percent next year as a result of
no longer publishing its big books.
Questions: Is the era of the big book catalog over? How will the decision
to no longer publish its big book catalogs affect J.C. Penney’s business?
Transforms Catalog Strategy to Better Serve Customer Preferences – J.C.
Penney Company, Inc./Business Wire
Penney is turning last page on its Big Book – The Dallas Morning