Word: cataloging
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...garnered more media attention after Sept. 11--or which finally got him fired from the University of South Florida in Tampa, despite his position as a tenured professor. The dismissal, which al-Arian said last month he will fight, adds the free flow of ideas in academia to the catalog of freedoms that civil libertarians say is at stake in post-Sept. 11 America. "If this [firing] happens," says al-Arian, 44, "then every single tenured professor across the country could be terminated, especially Arabs...
Retailers like to think in terms of sales "channels"--whether they sell only online or also through catalogs and traditional stores. But American consumers refuse to be corralled quite so neatly. Some like to shop exclusively online or in person. But these days, more of them are taking a mixed approach. Some buy online, but only after studying the catalog and punching in the product number for a quick getaway; others browse the Web to find what they want at the best price then go to the store to pick up the merchandise...
...well as bargain-hungry and increasingly Web-savvy shoppers chose to click site to site rather than trudge store to store to compare prices. But the retailers who did best--and will do so in the year ahead--are the ones who make their online and in-store and catalog efforts work together. Says Barry Judge, vice president of marketing for Best Buy: "While the Web is becoming more and more significant in terms of direct sales, it's having a far, far greater impact on in-store sales...
Even L.L. Bean, a longtime Web winner, found room for improvement. A feature added to the website lets customers zoom in on a product to view stitching, zippers and other details not visible in the print catalog. About a third of L.L. Bean's online customers flip through a catalog, then plug in specific item numbers to initiate a sale--down from two-thirds a couple of years ago. If that trend holds, it could mean lower catalog-mailing expenses...
...anthrax worries gave Caroline Ernst, director of e-commerce at FootSmart, a health-care products firm based in Norcross, Ga., the idea to tell customers by e-mail that the company's catalog was in the mail. Result: a 20% increase in sales. More e-mail ads now contain songs or video clips, such as the messages, with a 30-sec. trailer, promoting the Kevin Costner film Thirteen Days. If you have a microphone and speakers on your computer, clicking on links in some e-mail messages will connect you to a call center where sales reps can answer your...