Web Buyers Are Changing the Catalog World, Part 1 of 3

The Web serves two business functions for a catalog business: an order channel and a means to create demand. Nearly all catalogs use a Web site as a channel to take orders. Shopping carts are becoming the preferred method for consumers to place orders, replacing call centers and mail-ins. The Web isn’t only a convenient channel to place orders, though. The e-commerce channel is also an engine to create demand.