Three merchants offer their insights on establishing virtual catalogs.

By Noelle Buoncristiano

CS: What are the benefits of having a virtual catalog?

Lukin: Online catalogs help ease some of the e-commerce “late-adopters” into the online shopping process. These customers already are used to and are comfortable with a catalog. And we’ve received thousands of positive comments from our customers that the online catalogs are cool, fun and easy to use — ultimately leading to a better shopping experience for them.