Incredibly, yesterday J.C. Penney announced it is resurrecting its print catalog after determining, its online sales were stimulated by shoppers who are inspired by what they saw in print. At its paper-peak, Penney stuffed our mailboxes with “Big Books” that contained 1,000 pages of “stuff” of every kind. Interesting that paper is making a recovery.
Businesses are grappling with how to quickly migrate to omnichannel marketing, and executives are engaging recruiters to find talent who can chart their digital course. As we have observed in the past, the retail business is at the forefront of the challenges of migrating to online marketing and sales, and Penney's move back to paper highlights the conundrum.
Oh, by the way, I bet the U.S. Postal Service is happy.
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