How to maintain consistency in creative endeavors throughout your site channels

By Carolyn Heinze

For Harry and David, it makes sense to feature more copy in the catalogs and less on the Web site. “We tend to be more copy-heavy in the catalogs, because that’s point-of-purchase, and that’s what convinces people to buy, even though they may go to the Internet to place the order,” Kiger explains, adding that the Internet still doesn’t lend itself to browsing as much as a catalog does.