It is for these reasons why the web works so well with a catalog. The eCommerce store can tailor the user experience to meet the scenario needs of a visitor, while offering a complete selection of all products. The eCommerce store is able to reduce purchase hesitation by educating the customer through enhanced content, while simultaneously generating action through time sensitive promotions. Online components such as buying guides, comparison charts, or visualization tools, instill confidence on core product benefits – while cross/up sell functionality increase the average order value (AOV) of the sale.

Similar to how the catalog promoted the eCommerce business, it is important that the site promote the catalog as well. Online stores should provide the “quick shop” search capabilities mentioned earlier, provide the capability for a consumer to request a print catalog online, and also have a rich media version of the catalog online that can be emailed to a friend or family member.

When utilized together, an eCommerce store and a catalog can be a powerful way to drive incremental product demand. To maximize the potential of your online business, consider a multi-channel approach to meet the expectations and build the overall loyalty of your customer base.