Web retailers urged to merge online with offline

While online services are routinely highlighted as providing above average returns compared to offline stores, retailers have been advised not to abandon the real world completely.

In fact, a new study argues that merging the two could promote higher sales figures.

Research by Shop.org found that the success of launching a new print catalogue is increasingly being measured in its effect on online sales.

The survey found that two-thirds of retailers said they used growth in online sales to measure the effectiveness of their catalogue, with more than 40 per cent of respondents saying they were planning on increasing the links between their catalogue and their online presence.

"For online retailers, catalogues are an incredibly important tool for acquiring new customers and providing current customers with their first look at new products," commented Shop.org's executive director Scott Silverman.

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