With a catalog which promotes thousands of dental products in each issue, Henry Schein gets creative in driving customers deeper by using targeted advertisements as navigation.

Customers can easily flip through the digital catalog pages in a process familiar to them from print. But to drive customers deeper – and as a potential for revenue generation – Henry Schein uses the area to the right of the catalog to display a slideshow of ads. When readers click on the ad that interests them, they are taken to the page in the catalog featuring that ad’s product. So even if buyers find the product they were looking for early in the catalog, the animated ads to the right attracts them to more pages and expose them to more products.

Once the buyer finds products to purchase, he or she clicks the SKU or product number and is taken directly to the product’s purchasing page on the website. By making the SKU links live, Henry Schein has seamlessly melded the reading process into the buying process.

Key Advantage: Targeted advertisements hooks readers into diving deeper in the digital catalog.