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

“We are constantly evolving our marketing approach to capitalize on new technologies and customization strategies that allow us to be in more frequent and effective contact with our customers,” said Mike Boylson, executive vice president and chief marketing officer. “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, 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.”

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: