Wednesday, December 27, 2006

Multichannel Asymmetry

Is what's good for the goose good for the gander?

In a recent Multichannel Merchant article Jim Coogan outlined a variety of reasons why firms that started online have been slow to adapt catalogs as a vehicle. The reasons:

1. Lack of requisite skills.
2. The relatively high (at least perceived) variable costs associated with printing.
3. Certain categories aren't appropriate for catalogs from either a product assortment or target perspective.

While online is good for catalogers, it isn't necessarily true in reverse. The two may be complementary: acquisition vs. repeat.

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