I see too many web sites with no regard, respect or understanding to the entire area of direct response marketing but it is vital to your success. Much of what we know of our customers still applies only the technology has changed. The basics of retail, consumer behaviour and sociology still work in the digital world so use it. Only a small bit has changed and it is always in transition so learn it and keep on top of it. Prepare for success.
Funny thing is everyone talks about what if there are to few customers.
My experience has been the opposite, I am often dealing with the problems of overwhelming sales. Mail order companies that are involved in home shopping are doing very well and some shop channels have added catalogues and have done very well in this area. Soon Germany and Japan will follow. You have heard Barry Diller's latest deal on behalf of USA networks and Lycos. Value Vision and NBC, QVC and Comcast which is America's second largest cable company.