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JCPenney Transforms Catalog Strategy; Drops ‘Big Book’ for Targeted Catalogs

November 18, 2009

Ongoing Growth of and Digital Outreach: As JCPenney’s largest, most dynamic store, is one of the largest general merchandise sites on the Internet, with more than 250,000 merchandise offerings and millions of opt-in e-mail subscribers. Additionally, JCPenney has developed a range of digital marketing initiatives, such as an iPhone application launched this year and presence on social media sites such as Facebook, where JCPenney has so far amassed a following of more than half a million fans.

Broad Array of Specialty Catalogs: A roster of specialty catalogs includes a range of home catalogs to support JCPenney’s leadership in home lines, such as “Rooms Babies Love” and the cooks® catalogs; the “Little Red Book” publications for women’s apparel and accessories; and “Matters of Style” for men. Other popular catalogs, including the Christmas catalog, will continue.

Less Paper for a Greener Planet

As part of its corporate social responsibility initiative, C.A.R.E.S., which stems from the vision that JCPenney cares for its Community, Associates, Responsible Sourcing, Environment and Sustainable Products, the Company works with its suppliers to ensure that the paper used in its catalogs is sourced from well-managed forestry operations that have been certified and verified by independent third parties. JCPenney has already implemented a number of initiatives for reducing catalog paper requirements, including:

• Refining catalog distribution lists based on anticipated and actual customer response, and promptly responding to customer requests to be removed from distributions.

• Using some of the lowest-weight paper in the industry, which requires less fiber to produce.

• Incorporating 10 percent post-consumer-waste recycled content into catalogs when feasible.

About JCPenney C.A.R.E.S.
JCPenney has built a legacy of operating in an ethical and socially responsible manner. In 2007, the Company launched its Corporate Social Responsibility (CSR) initiative – C.A.R.E.S. – stemming from the vision that JCPenney cares for its Community, Associates, Responsible Sourcing, Environment and Sustainable Products. The Company’s commitment to social responsibility reflects its philosophy that “Every Day Matters” – for its customers, Associates, communities, investors and suppliers. JCPenney was named in 2009 to the Dow Jones Sustainability Index of the leading public companies in North America for corporate sustainability and ranked No. 44 in the Newsweek Green Rankings of America’s 500 largest corporations. Additional information on JCPenney’s CSR initiatives can be found at

About JCPenney

JCPenney is one of America’s leading retailers, operating 1,109 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet,, and the nation’s largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company’s commitment to providing customers with style and quality at a smart price. Traded as “JCP” on the New York Stock Exchange, the Company posted revenue of $18.5 billion in 2008 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney’s “Every Day Matters” brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company’s 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.


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