San Rafael

Many retailers are finding catalogs to be an important adjunct to their retail businesses. They realize that once they’ve obtained customers, the catalog mailing is an effective way to bind those customers to their brands and expand awareness of their products. In the first of a two-part series targeted at multichannel merchants who have significant retail businesses, below are five of the 10 key principles to augment your retail/multichannel program with catalogs and the Web. 1. Exploit the phenomenon of multichannel lift. Mailing a catalog delivers sales in its own right while increasing the value of customers who originate in the store or on