Case Study: Multiple Zones International
Computer cataloger Multiple Zones International’s transition from mail order to multi-channel is a glimpse of how cataloging will look in years to come
“When we launched our Web site, we used our catalogs to direct [customers] to the Web site,” says Lalji. “We were not trying to protect our sacred cow. We offered special online offers for them to take advantage of.”
In 1997, ordering online was relatively new and encryption technology had emerged only in late 1996, making credit card security an issue. Many of MZI’s sales were assisted through the call center.
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