We can t carry every available music CD in our store inventory. In the stores, we might sell the top 100 CDs, and online sell everything else. This keeps the sale in-house. We looked at the businesses that fit neatly into the same family and have absorbed them in to our Cyber operation, says Gordon. The Exchange Catalog is the foundation of Cyber and is a strong seller on the Internet.
Customers see it as a wish book and order from it online.
At the same time, they are also coming into stores because of what they see in the catalog. It's textbook convergence. Right now, there are many Internet companies trying to publish a catalog because they ve realized which pieces of the milking stool they re missing, says Gordon. At the same time, there are catalog companies building they re own stores. Another key component of Cyber is Exchange Credit, formerly known as DPP and recently rebranded as the Military Star card.