Break Down Your Barriers to Multichannel Success

2. Test new ideas. But not any old catalog can give store traffic such a lift. “Be open to testing new ideas specifically for retail,” Delevante suggested. “Test page counts, creative and merchandise.

“We found that retail customers are more fashion-oriented, while direct customers are more traditional,” she continued. “That told us to merchandise to them in the catalog in different ways. And we created a miniature catalog, which we’re currently testing.”