The Wall Street Journal

19 January 2015

Kurt Salmon provides context to The Wall Street Journal on why, a half decade after killing off its hefty catalog to focus on the Web, J.C. Penney is bringing back its print catalog. During the recession, catalogs declined due to their expense and the fact that 44% of consumers said they wanted to get fewer of them in the mail, according to Kurt Salmon. Despite this, 31% of shoppers have a catalog with them when they make an online purchase, leading retailers to rediscover the books as a branding tool that can drive sales.

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