10 Principles of Catalog Shopping for Retailers

8. Promote aggressively across channels using your catalog. Try the following:

• place a store locator in prominent spots in your catalog and site;
• mention in the catalog that additional selections are available on your site;
• promote ordering via phone or online with pickup at the store;
• offer to “happily” accept product returns at your stores;
• be able to accept catalog requests at your stores and on your site, then be able to mail those catalogs immediately — don’t wait to send them in batches; and
• include a copy of your catalog in shipment boxes of orders placed by first-time Web buyers.