In some industries, old school works.  While others were moving to ecommerce, Fresco, a manufacturer's rep for the arborist and tree care industry, lived by the tried and true adage, know your audience.  The working arborist wasn't quite ready to go high-tech and preferred a tangible, printed catalog that could be kept in their truck and referenced when needed.  Simple product photos, concise descriptions.  Know your audience works again.