Personalized Web Merchandising

A Web catalog, then, can be customized to present fewer items to the shopper. Instead, it shows the right items with the right information. Each page can be dynamically generated—made to order—for each customer according to his or her need for products and deeper information.

Explains Katros, “There’s a depth of information that you can’t convey in a [print] catalog that you can on the Web. For example, you can’t put 20 pictures of the same sofa in different settings in a catalog, but on the Web you can drill down and show the sofa in different settings. You can explain how to care for the sofa and the choice of fabric. You can offer complements to the sofa, like a nice loveseat or a chair.”