JCPenney to Discontinue Big Biannual Catalogs

Plano, Texas-based J.C. Penney Company has announced plans to cease distribution of its “big book” catalogs in favor of a better targeted marketing strategy. Its new plan will include more timely specialty catalogs, enhanced online applications and increased focus on emerging digital marketing platforms such as social media.

“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, JCPenney’s 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.”

According to JCPenney chairman and CEO, Myron E. (Mike) Ullman III, the move also helps the retailer reduce its environmental footprint by decreasing the usage of paper and transportation necessary to publish and mail the catalogs. For further details, visit www.jcpenney.com.

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