Spiegel Takes Fashion Forward
In addition, Spiegel uses the Internet, including banner ads and placement on search engines, for prospecting. Featuring a total of more than 15,000 items, the
Spiegel Catalog Web site (spiegel.com) has some items on it that are not in the catalogs. “It’s a great testing ground for us,” says Payner.
Spiegel actively cross-promotes the Web and catalog channels. “And they do cross-over,” says Payner, noting this impressive fact: Customers who shop through both the print and electronic catalogs spend three times as much as
those who shop just through one channel.
“In terms of our online business, we view it as another channel, another way for our customers to buy from us,” says Payner. When it comes to the Internet, Spiegel’s theme is to offer customers the convenience of shopping Spiegel “in a way that best suits their lifestyles.”
The catalog company’s Web business experienced a 205-percent increase in sales in year 2000 from the prior year, though Payner wouldn’t reveal specific dollar figures or what percentage of the total business is generated from the Web vs. catalog.
What the Future Holds
Spiegel Catalog continues to identify opportunities by testing new areas and expanding on those that make sense.
For instance, next spring it plans to launch a Modern Classics catalog as a new specialty business. The book will feature business casual clothes in classic styles.
“The move is a direct response to what our customers told us,” says Payner.
Looking back on the past few years, Payner says, “There’s a reason to buy from Spiegel today. We have a brand style, and we’re demonstrating the Spiegel style through our products and in our catalogs.”
Payner makes sure she keeps an ongoing check on the customer through research and also by remaining a customer herself of “every catalog we send out.”