Customer acquisition on the web "How can cataloguers win on the Web?

Good day Team,
I found this site, http://multichannelmerchant.com/news/marketing_catalogers_win_web/index.html
On the net which points to the fact that the internetnet cannot be used as a stand alone channel to acquire and satisfy customers. It points out the fact that much as we may tout the web as the ultimate cost minimiser and revenue maximiser, the other channels have to leverage on it to deliver value to the customer. Use of the internet adds to the value delivered to the customer. The auther hastens to add that the internet is not just another emerging channel, "It is a superior channel with a better economic model"