Still Fit to Print?

Show Commitment

A print component also demonstrates a brand's commitment to remaining in the game for the long term. "A catalog supports a brand in a substantial way," Arking says. "It shows that you're here to stay — it shows stability."

Catalogers who cultivate multichannel customers stand to benefit from a higher customer loyalty rate. "They shouldn't try to transform customers from one thing to another," Ellis says. "The trick is to gather useful client information, such as what shopping mode customers come from and how they make purchases."