Revelations Through Data Mining (1,141 words)

Seybert says that from a marketing perspective, it's seamless to the customer. "A customer buys and it looks like she bought from the Web site of a local Christian bookseller."

The plan is to integrate all of these channels into one. "A customer should be able to look in a catalog, go online to place an order and return it to the store if need be, as well as the other way around," he says.