Maximize Sales With a Complementary Catalog/Web Relationship

Because the best consumers use both channels, sales are now a tangled hybrid of originating demand elements. Trying to scientifically isolate and quantify ROI by information channel may be obscuring the main point: both may be necessary in combination for sales to proceed. Those companies that optimize their merchandise, marketing and Web sites to take advantage of the hybrid catalog/Internet marketplace will be in a much better position to experience success in the future.