Three merchants offer their insights on establishing virtual catalogs.

By Noelle Buoncristiano

Jarid Lukin

e-commerce business manager, LEGO Shop at Home

Merchandise: toys

http://shop.lego.com

Catalog Success: Why did you implement a virtual catalog?

Lukin: Our global e-commerce site launched four years ago and has been a great success. In the fall of 2003, we added virtual catalogs to our site to help some of our existing customers who are less familiar with online shopping to adapt to the new channel.