Remember Penney’s catalogs? For decades, Penney’s put out 1,000-page “Big Book” catalogs a couple of times a year and dozens of smaller ones.
The retail giant stopped producing the hefty catalogs in 2009, then phased out the smaller ones the next year as the Recession and the rise of online sales took its toll.
But now Penney’s catalogs are coming back. At least the smaller ones are with a focus on home goods, the Wall Street Journal reports.
It turned out those catalogs were great for branding and driving sales. They generated loyal customers who also shopped in the chain’s brick and mortar stores. And many of its online customers weren’t new customers, but former catalog shoppers, according to the Journal.
Home items were the biggest sellers in the Penney’s catalogs, the Journal said. Indeed, the catalogs’ offerings of moderately-priced rugs, window treatments and bedding and other household items were more extensive than what its stores carried. It was where you could find just the right style and size you needed.
At 120 pages, the first new Penney’s catalog will be sent out in March. But the mailing list will be limited to a select list of former catalog shoppers whom Penney’s wants to lure back, the Journal said.
The move comes as catalog mailings appear to be rebounding. After declining since 2007, catalog mailings increased in 2013, the Journal said.