Three merchants offer their insights on establishing virtual catalogs.

By Noelle Buoncristiano

CS: What are the benefits to Redcats of having virtual catalogs?

Friedman: Many customers are using our paper catalog as a driver to our Web site. We believe customers take the book, see what they want to buy and, in many instances, go directly to that item on our Web site. In other cases, they’ve seen our catalog but then sit down to browse our Web site.