Who Needs Print, You Say?

PATIENT: But how can I know for sure? I need to be able to justify an ongoing investment in the catalog.

CATALOG DOCTOR: Let’s look at four different ways to learn how your catalog drives sales to your Web site.

1. Chart Web sales vs. catalog mailings.
At every catalog company I’ve seen, Web sales spike sharply when a catalog drops. Just graph Web sales over time and add all your mailing events along the time line. You’ll almost inevitably see that Web orders surge around your catalog’s in-home date.