HomeDepot's Web Site Forcing A Rethinking Of Its Catalog Strategy

For powerful retail brands, the lure of a branded Web site can change almost everything. Consider HomeDepot's findings with its catalogue business, where the retail giant is folding two catalogs it had launched barely a year ago.

The two discontinued catalogs--Paces Trading Company and 10 Crescent Lane—will now have their products touted instead on homedepot.com as well as the core Home Depot catalog, according to a report in Direct Marketing News.

Lois Boyle, president of direct marketing agency J. Schmid & Assoc., Shawnee Mission, KS, was quoted as saying the move was "no surprise. Just because you have a database of names, it doesn't mean you understand their wants and needs or that they want to relate to you in that way."

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