MULTICHANNEL INTEGRATION TACTICS FOR 2007

Whether online or in the catalog, McIntyre recommends layered communication. People want to flip through the catalog, get the main message, and decide if they’re interested enough to go back and delve more deeply into product categories, she says. Use short, punchy copy for product headlines that are easily visible on quick read-through. “You don’t have to eliminate copy to make the catalog scannable,” McIntyre adds; “just make it easy to absorb quickly.” —MG