The Editor’s Take: Redefine Your Catalog, Don’t Replace It

Cater to the Catalog-to-Web Customer

Unlike the specific choices they make in the print book prior to calling toll-free numbers, catalog-to-Web customers often buy non-catalog/Web-exclusive products online. For these customers, the revised role of the print catalog isn’t drastically different than the role of retail traffic-driver catalogs. The catalog whets their appetites; the expanded offerings on the respective sites seal the deal.