J.C. Penney Discontinues Big Books, Moves to Targeted Catalogs and Online Marketing
November 18, 2009,
PLANO, Texas-J.C. Penney will no longer publish its twice-year "big-book" catalogs, and has moved to a marketing approach integrating smaller and more targeted specialty catalogs with stores, online applications and digital marketing platforms, including social media.
In a statement released this morning, the department-store retailer said it is discontinuing its "big books" partly because of consumers' changing media habits, and partly due to its initiative to promote the sustainability of forests and other natural resources.
Key elements of its new marketing strategy are:
oOngoing growth of jcp.com and digital outreach, including the iPhone application it unveiled this year and its presence on social-media sites such as Facebook.
oSpecialty catalogs: This will include a range of catalogs that will offer the company's home products and women's and men's apparel and accessories. Other catalogs such as the Christmas catalog will continue.
oC.A.R.E.S.: J.C. Penney will push this initiative (which stands for Community, Associates, Responsible Sourcing, Environment and Sustainable Products) by working with suppliers to ensure that the paper used in its catalogs is sourced from forestry operations that have been certified and verified for for sustainability by independent third parties.