Garden.com: Growing By Its Own Rules
Garden.com and other online retailers are changing direct marketing—including the look and function of the mail order catalog
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The catalog’s job is to acquire qualified customers by using customer modeling, databases, co-ops and lists—all to reach targeted customers. A persistent problem for online retailers is that banners and affiliate marketing attract customers to sites but offer a low conversion rate.
“Was it the best thing we have done? No,” says Sharples about the catalog. “But it definitely was not the worst.”
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Melissa Sepos
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