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The web is good mainly for ordering, Cynthia Fields tells the Catalog Conference. “Retailers should focus on creating a strong catalog," she says.
Two years ago, Victoria’s Secret’s web site created significant marketing buzz with webcasts of fashion shows. But despite that success, the web will have to mature significantly before it becomes a major retail marketing medium, Cynthia Fields, former president and CEO of Victoria`s Secret Catalog, told attendees at the Annual Catalog Conference in Chicago today.
Fields, who delivered the Day Two keynote address, said the web is good mainly for one thing: ordering. “Retailers should focus on creating a strong catalog," she said, and use their web sites as an additional ordering and marketing vehicle. "The web is predominantly an ordering channel driven by catalog mailings.”
She said it will be 10 years before the web has as much impact on retailing as do catalogs and stores today.