7 Steps to Multichannel Mastery

A 2006 British Royal Mail study on the impact of catalogs and direct mail flyers on Web sales, which was modeled after one done by the USPS, showed catalogs drive Web sales, both in annual purchase frequency (up 76 percent) and amount spent annually (up 72 percent).

6. Seek out and use all aspects of the Internet to greater advantage. Each year the Internet has a bigger impact on the buying habits and patterns of consumers, and 2008 certainly won’t be an exception. Unless you’re selling exclusively to septuagenarians who have little interest in browsing or buying from that “new-fangled Internet,” the Web can be a major driver of store traffic, enhance catalog sales and be a huge selling channel on its own.