CAMBRIDGE, MA -- Online catalogers have much to learn about creating a positive customer experience, according to Ben Perez, president of the Millard Group Inc., Peterborough, NH, who addressed attendees at the New England Mail Order Association's Spring 2000 Conference here this week. Online catalogers need to concentrate on building a strong brand online and making the consumer's shopping experience on their sites worthwhile. Perez referenced a recent Consumer Reports study of 25 online catalogers to make his point. Of the online merchants reviewed, 12 reportedly did not do justice to the catalog's image. Consumers' online buying experience must become more efficient to keep them from purchasing from bricks-and-mortar merchants, he said.