Ron Johnson, JCPenny’s former CEO, wiped the
1200-plus-page catalog from America’s mailbox in 2009. But with
new management and direction, their home catalog has been resurrected. 120
glorious pages feature affordable goodies to fill up living rooms, bedrooms and
any other room in need of some decorative lovin’. Fewer pages, but Penny’s has its book-book back. I’ll
take it. Spokeswomen Kate Coultas said according to their research customers,
particularly shopping for home merchandise, still prefer to browse a
traditional print piece. These
customers, me included, want the ability to finger through the thin pages,
making dog-ears, circling and flagging the wishes and wants, picturing the
items in their home.
Ever since companies discovered digital marketing to reach
their consumers, we’ve seen a rollercoaster-drop in
catalogs reaching our mailboxes. No longer were the coffee tables and kitchen
cupboards of America overflowing with catalog. Great for the environment! But on
the other hand, I personally enjoyed Saturday morning couch lounging, marking
things I “need.”
Recently, the Direct Marketing Association found the number
of catalog mailed since 2013 rising for the first time since 2006. Some retailers
have begun using catalog marketing for the first time. The catalog taps the
consumer on the shoulder, ensuring they know it’s there with its fresh
paper smell and glossy pictures. It sits patiently in the living room waiting
for you to walk by and take a peek.
To further back up the beloved catalog, Kate Coultas of
JCPenny, thinks that, “the internet has gotten so big
that you can’t find anything on it. The Internet
is a place for shopping quick and knowing the exact item you wish to purchase.”
As a millennial I admit I do purchase the item online after looking at a catalog.
But I like to touch the pages and see the item and picture it in my life before
going online and clicking through an extensive product list.
JCPenny’s new strategy with their 120-page
home catalog is to drive sales. After a few messy years brought on by poor
management decisions, they need this. Depending on the market cooperation,
Penny’s plans to present to America other niche-based product catalog
plus experiment with frequency and versatility. Keep watch for JCPenny’s
2015 home catalog coming to America’s mailbox in March!
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