4 Tips for Cross-Promoting E-Commerce Sites and Catalogs
Running out of inventory of a catalog item, for example, can present an opportunity for your site. Customers who search the site or enter the catalog number for the item can be directed to items that are similar in color or made by the same manufacturer in a similar price range.
With preplanning and flexibility, cross-promotions between catalogs and Web sites can become second nature. A comprehensive back-end technology solution will allow retailers to simultaneously manage catalog and e-commerce functions, real-time inventory, and give them the ability to offer multiple storefronts. Customers are adept at shopping through multiple channels, and increased incentives for them to return repeatedly or tell a friend can create loyal customers that share the brand beyond the sale.
Gary Harrison is the president/founder of Interprise Software Solutions (www.interprisesuite.com), a provider of platform-driven e-business applications. Harrison led the development of Interprise Suite and the Connected Business platforms.