By Liza Persson
The American department store chain J.C. Penney is bringing back its’ mail order catalogue to increase its customer engagement (Reuters, 2014). My first thought was that mail order catalogues seem so quaint these days.
My second one was: it’s smart to bring it back. Without it, a swipe of customers would be lost, because for them the purchase is just one step in a much longer process preceding and following that transaction for which having an actual, physical, mail order book is indispensable, a process far more important than the product one ends up buying.