J. C. Penney Company, Inc. will discontinue its twice-yearly “big book” catalogs.
According to JCPenney, customers view catalogs as “look books” and inspiration sources for their in-store and online purchases. In place of the big books, the retailer will focus on what it calls “customized, more timely specialty catalogs”. It will also drive traffic through its online and digital media efforts.
In a release announcing its decision, the company cited its desire “to promote the sustainability of forests and other natural resources, and builds upon its legacy of operating in an ethical and socially responsible manner.” JCPenney anticipates a reduction in paper used for its catalogs of between 25% and 30% in 2010. The company noted this continues a four-year decline of paper consumption.
“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,” said Mike Boylson, executive VP and CMO, in a statement.
The company’s specialty catalogs include several home catalogs such as “Rooms Babies Love” and cooks catalogs, its Little Red Book” publications for women’s apparel and accessories; and “Matters of Style” for men.
The company will also continue to publish its Christmas catalog.
