A Renewed Focus

Also this month you’ll read how three merchants are using virtual catalogs to increase average order values and conversion rates; leverage their e-mail databases; test and refine offers and much more. Unlike static Web pages, virtual catalogs look almost exactly like real catalogs on a customer’s computer screen, thereby offering the comfortable and intuitive shopping experience people enjoy when browsing a print catalog. One merchant has seen a several-hundred percent return on investment on his virtual catalog. See “The Paperless Catalog Comes of Age.”