The growth of the omnichannel shopping experience will subtract the overall impact the foot traffic in JCPenney’s bricks-and-mortar stores has on performance. Omnichannel customer shops 2.5 times more frequently over the course of a year than a traditional customer does. JCPenney will roll out several initiatives to capture that greater spending. They found out that a buy-online/ship to store customer would purchase additional merchandise 20% of the time when visiting the store. The retailer view the omnichannel market as an $800 million sales growth opportunity through 2017. JCPenney goal is to continue to convert store-only customers to omnichannel. JCPenney use to have 1,00 page book catalog, but now they thinking about doing a smaller booklets