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