JC Penney scraps ‘big book’ catalogues as online shopping flourishes

US retail giant JC Penney is to cease publication of its ‘big book’ catalogues to focus on growing its website business.

JC Penney scraps 'big book' catalogues as online shopping flourishes

Mike Boylson, the company’s executive vice president and chief marketing officer, said that “big book” catalogues had “become less relevant as customers have embraced shopping online, where they have ready access to our entire assortment at any time on jcp.com, one of the nation’s largest general merchandise sites on the Internet”.

JC Penney says that scrapping the huge twice-yearly catalogues is in line with its policy to promote the sustainability of forests and other natural resources. The company will, however, produce a range of smaller specialist catalogues, including for cooks.

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