How Shaklee Developed a Digital Catalog

Shaklee has seen the following results in its 18 months with a digital catalog:

• slight cost savings for distributors — customers who are Internet-savvy relieve the distributor of postage costs associated with mailing the print catalog;
• better analytics with tracked conversions;
• individually unique catalogs for 5,000-plus distributors;
• benefit of “friend of a friend,” where the same unique link identifying the distributor passes from friends;
• custom interface to Facebook;
• establishment of a new marketing channel;
• increased knowledge of online marketing and social networking; and
• cost savings of redirected revenue, as more revenue is coming online and less on the phone.

And to those worried that a digital catalog will cannibalize their print sales? Don't be, said Cortez. Shaklee's experience hasn't proven this to be true. “They're different channels with different customers."