Gary Harrison

Many retailers are adept at simultaneously handling sales through their catalogs and e-commerce sites. Cross-promoting catalogs and Web sites, however, can be more challenging. In addition to prominently placing Web addresses in their catalogs, retailers can engage in several methods to create a successful multichannel marketing program that continuously attracts and retains customers through their preferred methods of shopping. The following are four tips to help ensure successful promotions between catalogs and e-commerce sites. 1. Plan ahead. Catalogers know well in advance which promotions they’ll place in their print books. By coupling those with an online component, they’ll give customers another reason to visit