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The Web’s Role
Also noteworthy, Trollinger says, is the transition to the Web, where more orders are being placed. “There’s a lack of closing the loop in the order cycle.”
He points to a recent study that found 85 percent of Web orders track from an e-mail or from typing in the name of a catalog. So it seems the print catalog and the catalog brand still very much play an important role in bringing in online orders.
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Alicia Orr Suman
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