|JCPenney Transforms Catalog Strategy to Better Serve Customer Preferences|
Retailer Completes Migration from “Big Books” to Targeted Catalogs,
Delivers Environmental Benefits from Substantial Paper Reduction
Increasingly, catalog shopping has converged with online and in-store shopping as customers view catalogs as “look books” and inspiration sources for their in-store and online purchases. In response to this convergence and the ongoing migration of customers to shopping online, JCPenney will no longer publish its twice-yearly “big book” catalogs and will dedicate those resources to a range of customized, more timely specialty catalogs, continued targeted growth initiatives on jcp.com and ongoing leading-edge digital media services.
The discontinuation of "big book" catalogs aligns with JCPenney's ongoing commitment to promote the sustainability of forests and other natural resources, and builds upon its legacy of operating in an ethical and socially responsible manner. The Company anticipates a year-over-year reduction of 25 to 30 percent in paper used for catalogs in 2010 – continuing a four-year trend of declining paper consumption.
“To ensure we are keeping pace with consumers’ changing media habits and
continued migration to online versus catalog shopping, we have increased
our investments in new technologies, as well as successfully integrated
the merchandising and marketing teams serving stores, jcp.com and
catalog into one enterprise-wide team that is able to consistently and
seamlessly serve our customers, no matter how they prefer to shop with
Highlights of JCPenney’s Direct-to-Consumer Marketing Evolution
“We are constantly evolving our marketing approach to capitalize on new
technologies and customization strategies that allow us to be in more
frequent and effective contact with our customers,” said
Ongoing Growth of jcp.com and Digital
Outreach: As JCPenney’s largest, most dynamic store, jcp.com is
one of the largest general merchandise sites on the Internet, with more
than 250,000 merchandise offerings and millions of opt-in e-mail
subscribers. Additionally, JCPenney has developed a range of digital
marketing initiatives, such as an iPhone application launched this year
and presence on social media sites such as
Broad Array of Specialty Catalogs: A roster of specialty catalogs includes a range of home catalogs to support JCPenney’s leadership in home lines, such as “Rooms Babies Love” and the cooks® catalogs; the “Little Red Book” publications for women’s apparel and accessories; and “Matters of Style” for men. Other popular catalogs, including the Christmas catalog, will continue.
Less Paper for a Greener Planet
As part of its corporate social responsibility initiative, C.A.R.E.S., which stems from the vision that JCPenney cares for its Community, Associates, Responsible Sourcing, Environment and Sustainable Products, the Company works with its suppliers to ensure that the paper used in its catalogs is sourced from well-managed forestry operations that have been certified and verified by independent third parties. JCPenney has already implemented a number of initiatives for reducing catalog paper requirements, including:
About JCPenney C.A.R.E.S.
JCPenney has built a legacy of operating in an ethical and socially
responsible manner. In 2007, the Company launched its Corporate Social
Responsibility (CSR) initiative – C.A.R.E.S. – stemming from the vision
that JCPenney cares for its Community, Associates, Responsible Sourcing,
Environment and Sustainable Products. The Company’s commitment to social
responsibility reflects its philosophy that “Every Day Matters” – for
its customers, Associates, communities, investors and suppliers.
JCPenney was named in 2009 to the Dow Jones Sustainability Index of the
leading public companies in
JCPenney is one of America’s leading retailers, operating 1,109
department stores throughout
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