JCPenney brings back the catalogue…with a twist

JCPenney recently announced a catalogue focused on home goods, after several years out of the catalogue business. (Of course, this was a huge “heritage” business for JCP, with a nationwide infrastructure to support it.) Although I’ve been critical of a lot of JCP’s recent “turn back the clock” tactics, I think this is a positive move. Here’s my recent comment from RetailWire:

This makes sense for JCP as a way to focus more attention on its home store, and as part of an integrated omnichannel strategy. There is no reason why a well-focused catalog shouldn’t drive both online and brick-and-mortar sales. And JCP is counting on the revival of its home store to help drive its sales recovery plan during the next few years. So I’d give this a thumbs-up as a relatively low-risk tactic.


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