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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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Persistence = Increased Sales

It's no secret that mailing catalogs frequently wins customers. In fact, the most successful catalogers are the firms that are the most persistent. About 15 billion catalogs are mailed to consumers each year.

Average catalog shoppers tend to place repeat orders with frequency ranging between twice a year to every other month. That's why catalog companies identify target customers and stick with them. Giving up on a potential catalog customer—especially one who has ordered in the past—can be a grave mistake because confirmed customers have a predisposition to order from the “catalog shelf.”

The same customer who is comfortable with alternative modes of shopping is also a potential e-customer. But, oddly, Internet ...

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