10 Principles of Catalog Shopping for Retailers

As more retailers turn to the Web, direct mail and catalogs to offer customers alternatives to burning gas traveling to malls, many are taking a crash course in direct marketing, seeking ways to make the direct channel work for them.

Last month, we laid out the first five of 10 key principles retailers should follow to make the most of catalogs and the Web to augment their retail/multichannel programs. Here are principles six to 10.