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JCPenney Hopes New Catalog Will Seduce Shoppers

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JCPenney is going back to paper and ink: For the first time since 2010, the retailer will mail out catalogs to customers. The Wall Street Journal reports that JCPenney CEO Mike Ullman decided to bring back the catalog, even though he was the person who made the original decision to axe it. Ullman thought catalog shoppers would make the jump to online shopping, but instead that didn't happen. "We lost a lot of customers," Ullman told WSJ.

The new catalog, which will arrive in March, is a targeted mailing for former JCPenney home goods shoppers. "We are trying to get back those lapsed customers," Ullman said.
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