Strategy: Decipher Web vs. Catalog Customers

Start with the premise that catalogs and the Internet are interdependent and not adversarial. Remember the brick-and-mortar days when retail channels thought they should receive credit for catalog sales within their trading area? The Web vs. catalog debate is just as silly.

Catalog/multichannel companies today recognize the importance of having an e-commerce presence, and many successful dot-coms now have a catalog or are starting one. The best run companies maximize both selling channels.