JCPenney announced that they will discontinue the biannual "Big Book" catalog and instead will concentrate efforts on creating smaller, more targeted catalogs, online selling, and social media exposure. The current issue is JCPenney's last one.
Reasons for its demise range from the increasing costs of paper and mailing and environmental concerns about wasting paper and success on Internet sales as well as the ability to illustrate products more dramatically.
Big book catalogs have become less relevant as customers have embraced shopping online, (Note Sears stopped producing their big book in 1993 – after 106 years)
Subscribe to:
Post Comments (Atom)
1 comment:
I understand many retailers are now evaluating web vs. print. ROI appears better for online - but still difficult to measure - anyone care to comment?
Post a Comment