Creative Cut: Ross-Simons

Simple. “You can’t just slap your print catalog onto a Web site,” has been the refrain of experts for some time. But Ross-Simons, a multichannel retailer of value-priced jewelry, tableware, crystal, gifts, collectibles and home décor, has done just that to great effect, translating and incorporating non-Internet selling tools into its online strategy. Ross-Simons actually recreated, page by page, its print catalogs on its Web site—because that’s what its customers wanted. (See p. 40).