Channel Crossing: Guiding Customers to Web Sites

Take-away tip: Try giving exclusive offers to Web customers.

Mail Smarter

Reduce frequency and length of your mailings. For example, send postcards promoting secret sales and exclusives. Think of a postcard like a space ad—pick a solid performer or a new, hot or irresistible item to promote.

Consider the strategy employed by Old Navy for its retail stores—while it offers thousands of items, it builds expensive television media campaigns to turn single fashion items into seasonal must-haves.