Who Needs Print, You Say?

PATIENT: Doc, almost all our orders used to come through the call center. Now 75 percent come via our Web site. We’re ready to give up on our catalog and go Web-only. Is that a good idea?

CATALOG DOCTOR: To keep your Web business healthy, I advise keeping your catalog. You’ll be surprised how much the catalog drives both sales and profits. It’s probably the primary driver of Web site orders.