Catalogers Adapt Their Print Editions to Online Success

Two years ago, J.C. Penney Co. unveiled its latest branding slogan, “It’s all inside,” to illustrate to consumers that no matter which channel they shop — retail, catalog or online — they’ll find the same from Penney in terms of merchandise, service and the overall brand.

No other companies have copied Penney’s slogan, of course, but many have followed the same path, recognizing that with more orders coming online, customers need to know that regardless of which channel they choose, they can expect a similar experience.