Catalog Creative Breakthroughs (1,612 words)

7. Tying the Printed Catalog to the Web

This is new creative ground for most catalogers. Dell and Gateway 2000's direct sales via the Internet are reportedly upwards to $5 million a day with as much as 30 percent of the sales coming from the consumer sector. These companies are the models to emulate. The creative challenge for both business and consumer catalogs is how to make the printed promotion and the Web site work together. As a start, every catalog needs to advertise its Web site in the catalog—at least on the back cover and order form.