Migrating
Your Print Catalog Online
Transforming your
print catalog to an online media is more difficult, and much more involved
than it appears on the surface. Too many print catalog marketers fail to
think through the differences between print and online mediums and end up
putting a mediocre version of their print catalog on the web. Keep in mind
that what works for a print catalog or a retail store doesn't always
translate well online. The secret to online success is to stick with he
operations that carry over well, particularly in the area of fulfillment
(online customers are just as demanding, even more so, then your direct
mail customers). Remember to think like your customer when you move your
print catalog online, and this means test your site like a customer as
well. You might find that ease of navigation is more important than the
flashy pictures and overall image of your catalog, meaning you'll have to
adjust your priorities.