JCP shifts marketing resources to “new media”

From a recent RetailWire comment about Penney’s reallocation of its marketing budget — away from catalogs and toward e-commerce and mobile apps — my vote is “it’s about time”:

Sales are migrating rapidly from catalogs to e-commerce and mobile apps, so it makes sense for big retailers with static marketing budgets to shift their resources. Although the catalog business hasn’t disappeared completely (if my mailbox is any indication), it’s threatened long-term by the rise of e-commerce and the collapse of traditional postal delivery. (Just ask the CEO of Netflix what he thinks about the future of the USPS.) If JCP is smart, it will maintain direct mail as part of its marketing mix but “micromanage” the mailing lists more efficiently to targeted customers or regions.


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