Three merchants offer their insights on establishing virtual catalogs.

By Noelle Buoncristiano

And while there are fewer opportunities for a second drop of a print catalog, the digital arena makes it a snap to swap out a cover, replace one or more spreads, and remail [electronically] — at virtually no cost — to our entire e-mail database.

CS: Are there any disadvantages you can note?

Lingo: We view our electronic catalog as an adjunct to, and not a replacement for, our print catalog. The ability to pick up a print catalog, read it anywhere and take it with you is an attribute that can’t be matched in the digital realm.