Three merchants offer their insights on establishing virtual catalogs.

By Noelle Buoncristiano

CS: Any results you can share?

Lingo: Sales directly attributable to the digital catalog achieve the highest average order value within any sales channel. On an ROI basis, we see a return of several hundred percent.

CS: What role does this play in your multichannel marketing strategy?

Lingo: We segment our e-mail list and sometimes use the digital catalog as a pure store-driver. More often, we deploy an electronic catalog with offers that are valid across all channels.