New Express Catalog is a Multichannel Maven

Having the catalog on Facebook also provides many other opportunities, such as word-of-mouth marketing. "If you think about it, it used to be customers might talk about products over the phone, or talk about them over the backyard fence with one or two people. Now they talk about them with hundreds of friends across the country through tools like Facebook. This channel provides an additional and natural opportunity for our customer base to discuss, seek advice and share their purchase experience with their friends and family building natural and viral word of mouth traffic," Wright says.