Keep Up With Dramatic Changes
Understand key trends and issues in multichannel marketing, part 3 of 3
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4. Wider Merchandise Assortment. The Metropolitan Museum of Art’s 24-page Spring 2008 catalog contains about 130 products. The back cover boasts that the museum’s Web site offers another 2,000 items.
Rising paper and postage costs will force the mailing of smaller catalogs. The catalog’s mission then will be to drive customers online for a wider and more robust assortment of products.
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