Migrating Merchandising from Catalog to Dot-com

CONTENT: 94 percent of the sites surveyed included themed custom content areas. The ability to offer value-added product information and related content is an advantage of selling on the Web vs. in print or in-store. The challenge is to determine how much content customers expect in your category. For example, in the consumer electronics category, 800.com relies on “self-help” tools to simplify complicated feature options.