Three merchants offer their insights on establishing virtual catalogs.

By Noelle Buoncristiano

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

Lukin: From a marketing perspective, we’ve successfully used e-mail campaigns to drive users to take advantage of online catalog functionality and to increase sales. The overall LEGO experience is about playing, learning, interacting, exploring, discovering and imagining — all with a heavy dose of fun. The virtual catalog exemplifies many of these features on our Web site.