Different Strokes for Different Channels

In B-to-C, a catalog with a complicated line of furniture, such as Frontgate, would be challenged to use bullet points and smaller categories. But a kitchen goods catalog like Gooseberry Patch has simpler products, so the differences aren’t as dramatic.

The copy about its cookbooks, for example, is the same on the Web as it is in the catalog. But the catalog spread enables Gooseberry Patch to include a recipe. The highly concentrated Web sell means it’s less likely to be effective on a Web page than on a catalog spread.