The print catalog as a physical artifact in American retail has undergone a pronounced contraction and selective revival over the last two decades, and J.C. Penney’s trajectory through that cycle provides a concentrated case study in how a national department store evaluates print collateral against digital migration, customer browsing behavior, and omni-channel traffic generation. The company’s decision to discontinue and then reinstate a mailed catalog reflects market research findings about pre-purchase browsing habits, particularly for home merchandise, and about the role of a tangible look book in directing customers to online ordering or in-store visits. The reinstatement that occurred in March 2015 followed a five-year hiatus that began with the 2009 elimination of the iconic “Big Book” catalog, and it introduced a materially different product in terms of page count, category focus, and editorial presentation. Understanding how a customer can be added to a mailing list for that catalog, what the catalog contains, and why the company made the strategic choice to return to direct mail requires a close reading of the company’s public statements, its customer service request channels, and its business-to-business catalog access infrastructure.
Historical Discontinuation and 2015 Reinstatement
J.C. Penney discontinued its large “Big Book” catalog in 2009. At its peak, the catalog contained over 1,000 pages and offered a broad range of categories and a comprehensive set of products. The discontinuation in 2009 was part of a broader phase-out of several smaller, specialty catalogs over the past few years as well. The elimination of the thousand-page catalog represented a decisive shift away from mass direct mail in favor of digital presentation.
The five-year absence ended with a reintroduction announced in early 2015. The new catalog was brought back in March of 2015. The company announced this week that it’s re-entering the print catalog game. After five years, JCPenney reintroduces catalog mailings. The new incarnation of the JCPenney catalog will feature more of a magazine look and feel.
The decision to bring the catalog back was made after market research showed many customers were driven to the online store only after browsing the print catalog. J.C. Penney spokeswoman Kate Coultas tells NPR, “Our research has shown that our customers, particularly when it comes to looking at home merchandise, still prefer to browse a traditional print piece but then go online to order the item or go into our store.”
The new catalog is a slimmer 120 pages. The new catalog, about one-eighth the size of the previous “Big Book,” will feature only products in the home goods category and will be set in a more lifestyle-oriented presentation. The new catalog will be mailed out to customers in March and will feature items from the home department.
The value of direct mail got a huge validation when retailer JCPenney recently announced that it is again betting big on print by relaunching its flagship catalog. The new incarnation will be a more lifestyle-oriented look book, the goal of which will be to drive customers to a retail store or the company’s website.
Catalog Specification Comparison
| Specification | Big Book Era | 2015 Reinstatement |
|---|---|---|
| Page Count | Over 1,000 pages | 120 pages |
| Size Relative | Full size | About one-eighth the size of previous Big Book |
| Category Coverage | Broad range of categories, comprehensive set of products | Only products in the home goods category |
| Editorial Style | Traditional catalog | More of a magazine look and feel, lifestyle-oriented presentation |
| Launch Year | Peak pre-2009 | March 2015 |
| Discontinuation Year | Discontinued 2009 | N/A |
The reduction from over 1,000 pages to 120 pages represents a deliberate narrowing of scope. Historically, home goods have been one of Penney’s top-selling items, with the home category accounting for 40% of online sales. The focus on home merchandise aligns the print piece with a category where customers report a preference for browsing a traditional print piece before transitioning to online ordering or in-store pickup.
Customer Request Methods for a Mailed Catalog
The mechanism for obtaining a physical catalog is administered through customer service channels and the company’s website. To receive a mailed J.C. Penny catalog, customers should contact the company’s customer service department at 800-322-1189 and ask to be added to its promotions mailing list. Additionally, the J.C. Penny website offers a customer service chat option and customers can request a catalog there.
The request process is tied to the promotions mailing list. The act of asking to be added places the customer into a direct mail circulation pool that is used for catalog distribution and other promotional mailings. The customer service phone line provides a direct human interaction point for list enrollment, while the website chat option provides a digital parallel for the same request.
The J.C. Penny website also has virtual ads which can be browsed. The existence of virtual ads alongside the physical catalog request option reinforces the omni-channel premise that print browsing precedes digital engagement.
Request Channel Summary
| Channel | Contact Detail | Action Required |
|---|---|---|
| Phone Customer Service | 800-322-1189 | Ask to be added to promotions mailing list |
| Website Customer Service Chat | J.C. Penny website | Request a catalog through chat option |
The two channels offer redundancy. A customer who prefers voice contact can use the toll-free number, while a customer who prefers digital interaction can use chat. Both routes result in enrollment on the mailing list that governs catalog delivery.
Omnichannel Strategy and Customer Behavior Insights
J.C. Penney frames the catalog reinstatement as part of an omni-channel effort. “This is part of our omni-channel efforts designed to drive traffic to J.C. Penney wherever our customer decides to shop,” Coultas says. “Online, via mobile or tablet, or in store.”
The company’s research has shown that customers, particularly when it comes to looking at home merchandise, still prefer to browse a traditional print piece but then go online to order the item or go into our store. Basically, catalogs still serve a purpose, even if just as a look book. This is part of our omni-channel efforts designed to drive traffic to J.C.
The catalog therefore functions as a top-of-funnel awareness and inspiration tool rather than a transactional ordering vehicle. The print piece initiates the consideration process; the conversion occurs on the website or in the physical store network. The strategy seems to be to drive traffic to both its website and its vast network of stores, especially in the midwest.
JCPenney is representative of the vanguard of savvy retailers who are using print catalogs again to drive web and foot traffic. The reintroduction is positioned as a validation of direct mail value. The value of direct mail got a huge validation when retailer JCPenney recently announced that it is again betting big on print by relaunching its flagship catalog.
The broader industry context supports the decision. J.C. Penney may be part of a catalog renaissance of sorts. The Direct Marketing Association says the number of catalogs mailed in 2013 was up a bit, to 11.9 billion. It was the first time that number had increased since 2006.
The increase to 11.9 billion mailed catalogs in 2013 provides external market corroboration for the timing of J.C. Penney’s 2015 reinstatement. The first increase since 2006 suggests a turning point in direct mail volume after years of decline.
B2B Catalog Access and Quote Process
A separate infrastructure exists for business customers seeking access to the JCPenney catalog range. The B2B portal provides quote-based ordering support.
Build a quote for the product types you’re looking for. Upon submitting your quote list, our B2B sales team will reach out directly to help put together your order.
We have access to the entire range of the JCPenney Catalog, so if there are additional items you’re interested in that are not here, we can help narrow in on the right product that fits your needs.
We’re here to help. We have access to the complete JCPenney Inventory and can help put together an order for anything you need.
The B2B process differs from consumer catalog mailing. Instead of requesting a mailed booklet, a business customer builds a quote list of desired product types. The submission triggers direct outreach from the B2B sales team to assemble an order. The claim of access to the entire range of the JCPenney Catalog and to the complete JCPenney Inventory indicates that the B2B channel is not limited to the 120-page consumer home catalog but can source across the broader assortment.
The distinction between consumer direct mail enrollment and B2B quote assembly is important. Consumer requests are list-based and catalog-based; B2B requests are inventory-based and sales-team-mediated.
Direct Mail as a Look Book and Traffic Driver
The new incarnation will be a more lifestyle-oriented look book, the goal of which will be to drive customers to a retail store or the company’s website. The catalog is intentionally designed as a magazine-style presentation rather than a comprehensive product listing. The magazine look and feel shifts the editorial tone toward lifestyle imagery and curated home merchandising.
The decision to limit content to home goods is strategic. The home category accounting for 40% of online sales makes it a high-value category for driving digital conversion. The print look book provides tactile browsing for large-format home items that benefit from visual context.
The company’s research finding that customers are driven to the online store only after browsing the print catalog establishes a causal link between print exposure and digital sales. That link justifies the cost of printing and mailing a physical piece that is smaller and more focused than the historical Big Book.
The omni-channel framing also acknowledges channel choice. The catalog is mailed to customers in March, but the conversion may occur online via mobile or tablet, or in store. The print piece is therefore a channel-agnostic initiator.
Conclusion
The J.C. Penney catalog story is a study in contraction, reflection, and selective re-expansion. The discontinuation of the over 1,000-page Big Book in 2009 marked the end of an era of broad-scope direct mail. The five-year hiatus allowed the company to observe shifting customer behavior, with market research ultimately demonstrating that print browsing for home merchandise precedes online ordering and in-store visits. The March 2015 reinstatement introduced a 120-page, home-goods-only, magazine-style look book that is about one-eighth the size of the former Big Book.
Customer access to the mailed piece is managed through a promotions mailing list that can be joined by calling 800-322-1189 or via the website customer service chat option. The catalog’s role is explicitly non-transactional; it serves as a look book that feeds traffic to the website and the store network, particularly in the midwest. The company’s spokeswoman frames this as an omni-channel effort designed to drive traffic wherever the customer decides to shop.
The broader direct mail environment in 2013, with 11.9 billion catalogs mailed and the first increase since 2006, provided industry-level tailwinds for the decision. The B2B catalog access infrastructure operates on a separate quote-based model with direct sales team support and access to the entire catalog range and complete inventory. Together, the consumer mailing list process and the B2B quote process illustrate how J.C. Penney uses the catalog brand as both a marketing asset and a sales-enablement tool, with the print piece functioning as a tactile entry point into a digital and physical retail ecosystem.