WinterSilks and Venus Swimwear have created a working solution to the challenge of running a seasonal business.

By Alicia Orr Suman

Web ordering is fully integrated with other back-end operations at the company. “It’s really no different from a phone order on the back end,” says Scott, noting that once a Web order is placed no manual intervention is needed.

For WinterSilks and Venus, online sales represent a small percentage of new business, but the vast majority of those Web sales are a direct result of the print catalogs.