Web site sales are likely to surpass call-center sales within the next two years, according to one of two new reports regarding catalogs released yesterday by New York-based DoubleClick Inc.
Catalogs remain critical to multichannel success but need to evolve more rapidly to retain their status, according to “The Changing Role of the Catalog for Multi-Channel Retailers,” which is based on interviews with more than 30 companies, including Williams-Sonoma, Smith+Noble, REI, Bombay Company and J.C. Penney.
The medium?s success lies in developing catalog creative and merchandising that is suitable for a multichannel shopper, tailoring smaller versions of catalogs to multichannel customers and high-value customer segments, and in leveraging integrated customer data, said retail executives interviewed for the study.
For this complete story, please visit Web Sales Will Top Call-Center Sales in 2 Years, Report Says.
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