Plano, Texas – Meet the new catalog, same as the old catalog. The J.C. Penney Co. Inc. is reportedly bringing back its print catalog, often referred to as the “big book,” which the retailer discontinued in 2010.
According to the Wall Street Journal, Penney will send a 120-page printed catalog with home department goods to select customers in March 2015. CEO Myron “Mike” Ullman, who decided to eliminate the print catalog in 2010, is now bringing it back. As to the reason for the return, the retailer cited data that showed many of its online sales were actually from print catalog customers ordering online, and that it has lost online sales since the catalog was discontinued.