Catalog Budgeting for Web Sales and Traffic, Part 1 of 3

Define what each of these existing programs costs and how much revenue it’s delivering. Take a zero-based budgeting approach and make sure that your existing e-commerce programs make sense in terms of sales, costs and profitability. Treat your e-commerce programs like you would traditional catalog prospecting, and fund any programs that deliver new customers at a profit. If the programs aren’t profitable or you’re unable to determine if they are, ask yourself if you should be investing in Web programs that aren’t proving profitable?