Case Study-Park Seed's Web Site (1,707 words)

By pushing paper customers to the site to use the quick-order form or access Web-only exclusives, Park keeps print and fulfillment costs down.

Something...Scary?

Hanson acknowledges that trying for a successful Web venture is fraught with challenges, even for a direct marketing veteran.

"One of the first things people might be worried about is cannibalizing their own business. Park Seed has been around for 130 years. There are whole generations who follow us. We need to meet their expectations online," she says.