Channel Surfing

It also provides an opportunity for catalogers to promote and sell related accessories. "On our Web site, there's an opportunity to include specific items to cross-sell: If you bought this product, these are some of the items that go with it," Dunn explains. "In my business, we sell bird feeders, so we might suggest a particular seed that goes with it, or a particular accessory from which it hangs. It provides a flexibility that you don't have as much in cataloging, because the page is set."