J.C. Penney is breaking a lot of old school hearts. The department store has decided that they will discontinue the traditional catalog business since most sales come from e-commerce.
Though Penney discontinued its semi-annual Big Book after the Fall/Winter 2009 volume, the company still produced a dozen specialty catalogs for categories such as school uniforms, kitchen items and lingerie.
"We're not going to stop mailing books to people," said Penney spokeswoman Darcie Brossart. Instead, Penney will mail look books to customers interested in specific merchandise categories. "We're not getting out of the print business. … We're transitioning from the catalog, which is essentially a static vehicle."
Many customers entered their orders online at jcp.com after seeing the item in the catalog. Penney has instead decided to distribute "look books" which are very similar to catalogs but carry less merchandise, have no catalog numbers and refer customers to the JCP website.
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