Cataloger-Relevant Cherry-Pickin’s From eTail Conference

* In 2008, give paid search a portion of marketing expenses, taking into consideration both the revenue and cost sides.

* Learn from on-site searches. “If something shows up as no results, that’s a big red flag for our merchandising team. If a customer is looking for a recipe on the Williams-Sonoma site, we look to have a technique class in our stores.”