It opens up a world of new customers we may not be circulating catalogs to. We mail out about 80 million catalogs a year and our URL is prominent on every page of our catalog. We have catalog express shopping on the site to make it very easy to type in an SKU and go right to the item. Catalog shopping is more browsing. We have a reputation for rich, lush photographs.
People linger over the pictures and flip back and forth through the pages.
On the Web, it's laser shopping. I think that's the nature of the customer and the nature of the medium. That affects our marketing and merchandising. Although the average order is less on the Net, those customers who use this medium come back and shop from us more often. When you look at lifetime value, it equals out.