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Catalog Success: How do you plan on supporting it this year?
EF: We’ll start by doing normal e-marketing. We’ll optimize it for search and push more through paid search, as well as through our affiliate marketing channels.
Catalog Success: How will your implementation of multichannel marketing strategies change this year?
EF: We aren’t changing it, but we are maturing it. For us, it’s in-depth changes throughout the organization; we’re strengthening the organization by putting in place people with greater experience. We did launch a new Web platform in 2006, which by the end of the first quarter of this year will be rolled out to all of our sites. We’ll keep on developing that and bring in more talent for our Internet marketing efforts.
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