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Catalogs Go High Tech By Robyn Greenspan February 4, 2002 What do you get when you combine printed product catalogs with a powerful search function? Google Catalogs - a service that pays homage to the predecessors of the e-tail store. Google uses its technology to bring mail order catalogs to the online community in the form of searchable scanned pages, instantly making you a multi-channel retailer. The free service cross-references your company Web site, directing traffic across your selling channels, and taking advantage of the 150 million daily Google searches. Coupled with the search function are enhancements that help increase traffic and sales: Reports and analysis determine the keywords users are entering to find your catalog; the number of pages they examine; and the clickthrough and sellthrough rates; along with other pertinent research information. Google generates leads for you by providing the names and addresses of users who have specifically requested that your catalog be mailed to them. Direct linking to your Web site's product pages so users can order from you even more easily. Future advertising programs designed to enhance your catalog9s visibility. All you have to do to be included is provide Google with a copy of your catalog and it will be scanned and added to the database within a few days. Changes and updates can be performed upon request.

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