Who Needs Print, You Say?

The High-Tech Catalog
A high-tech cataloger converted 95 percent of its sales via its Web site. It was natural for management to ask, “Why are we spending all this money on an expensive catalog? Won’t people shop on the Web site anyway?”

So the cataloger conducted a hold-back test over a four-month period. The control group was mailed two catalogs during that period; the test group none.