Three merchants offer their insights on establishing virtual catalogs.

By Noelle Buoncristiano

Lingo: View the digital catalog as another communication touchpoint with your customers, and always remember that it complements, rather than replaces, your print version.

Define your objectives at the outset and develop the means to track results. Like anything else, test, analyze, refine and retest to achieve optimal results. Finally, make sure you choose a great partner to produce your catalog.