E-commerce: Plot Out Your Online Programs

Get Organized
As for Web-integrated efforts, Howard Blumenthal, director of e-commerce and database management for multichannel tabletop marketer Pfaltzgraff, noted his company uses a large spreadsheet to keep track of all the company’s promotions within its assorted channels: print catalog, Web site, e-mail and retail. (As a side note, he said it’s effective to use the print catalog as the driver of all channels, because it requires the longest lead time to produce.)