JCPenny hadn’t printed a catalog since 2010, due in large part to the prominence of digital retail. Well, that’s changing in 2015.
JCP had previously concluded that all of its catalog shoppers would convert to online shoppers, however after researching shopping trends the brand discovered that many online transactions actually were spawned from the printed catalog. The new catalog will be unconventional in that it will be more of a branding tool customers can peruse and drive online traffic. In essence, JCP is repurposing what seems like a dated idea into a tool to drive additional digital sales.