An Online Retailer's Journey Into Catalogs

We were humbled by the big successes — revenue and average order value exceeded expectations, housefile was growing — but we still had plenty to learn, noted Mahoney. For example, we had no idea how much paper cost, she admitted, eliciting some laughter from the catalog veterans in attendance.

First-Year Learnings, Challenges
Now that Mahoney has had some time to reflect on Birch Lane's entrance into the catalog business, she's come away with some takeaways: