Thinking Outside the Box

Ingredients of a Successful Web Catalog

Jeff Bezos of Amazon.com told me several years ago that his Web-based site would never be able to replicate the feel of a real bookstore, with its wafting aroma of cappuccino and the crisp potential of unturned pages. Despite the success of his own venture and of many paper-and-postage catalogers and bricks-and-mortar retailers who followed him online, Bezos was right.