Channel Crossing: Guiding Customers to Web Sites

Take-away tip: Leverage the interactive capabilities of the Web, such as referral services and affiliate marketing.

Move Hotline Offers Online

Follow up off-line orders with e-mail offers for related items, or distribute gift certificates or coupons good for online purchases only.

Another tactic: Try reserving sales and clearances for Web-only or Web-first offers. For example, J. Crew’s printed clearance catalogs now bat clean-up for online pre-sales, in which customers can pick through the low-stock items, sizes and colors, tracking item availability in real time.