J.C. Penney Co. is bringing back its catalog for the first time in 5 years. In a recent article posted by WSJ, Suzanne Kapner explains, the new 120-page catalog will feature items from Penney’s home department and will be sent to select customers in March. The move to a traditional marketing approach is an oddity in the digital age, where more retailers are concentrating on investing in their online platforms.
The decision was made to bring back the catalog when the company eventually learned a majority of purchases online were actually catalog shoppers using the web to place orders. The retailer is discovering the catalog can be used as a branding tool that can drive sales. “31% of shoppers have a catalog with them when they make an online purchase” according to retail consultancy Kurt Salmon.