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Joe Keenan
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and Catalog Success
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The technique also enables marketers to link to different versions of the same item. In Orvis’ case, Wolansky said, short- and long-sleeve polo shirts are ideal candidates for like-item substitution.
There’s a risk involved, however, Wolansky cautioned, because you lead consumers someplace else. But Orvis’ results have far exceeded any drawbacks.
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- Companies:
- Boston Proper
- Orvis Company
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Joe Keenan
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Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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Catalog Success
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