A number of retailers say that catalogs spur impulse purchases. Nordstrom Inc. and Hammacher Schlemmer report spikes in sales at stores and on the Web whenever catalogs are mailed. Conversely, some companies find that their Web sites are drawing a new breed of customer. Sharper Image Corp., seller of Q Balls and massage chairs, says its Internet site has attracted shoppers that are five to 10 years younger than those who traditionally buy from the stores. All three channels are growing at a nice pace.
Cannibalism is minimal.
Nearly three-fourths of them placed their second order using the catalog. Harriett Barry, a manager at a Chicago publishing firm, shops Web sites such as Lands' End and Sensational Beginnings with catalogs in hand. She prefers the richer picture quality of catalogs, but likes the fact that Web sites store her credit card information. She doesn't have to re-enter it with every purchase, and because she inputs the order herself, errors seem less likely. Stores Creating synergy between stores and Web sites has been more challenging.