Cover Story: Getting Organized
For example, the company added ratings and reviews to product emails, and will add them to direct mailings this summer. It's also looking at opportunities to integrate ratings and reviews at retail stores.
Facebook, Twitter, Mobile Oh My!
The Container Store has also dipped its toe into the social networking pool. The company's Facebook page, which launched last May, currently has 37,000 fans. In November, it joined Twitter and now has about 2,000 followers.
"We're really a very transparent company," Davis says. "We like to use these tools as ways to communicate with our customers in a different, more intimate way than we can do with any other media."
Later this year, The Container Store plans to "dabble with single-item promotions targeted exclusively to those consumers following The Container Store on social channels," says Davis. "We want to keep these folks interested."
The company has also experimented with mobile shopping through Yowza!!, a free mobile coupon application that uses consumers' smartphone GPS to deliver deals that are relevant to their locations. But it hasn't fully committed to mobile yet.
"While we're watching mobile very closely, collecting mobile phone numbers from our custom design center customers and have a good amount of traffic to our site from mobile devices, we haven't yet launched a mobile marketing initiative," Davis says.
Later this year, The Container Store will start phase one of a face-lift to the elfa custom design area on its website, where visitors go to create and order their custom modular closets, shelving and drawer systems.
"Currently the system we have is basic, with blueprint-style renderings," Davis says. "The new system will offer dimensional renderings that are more visual, more stylized and more colorful that will encourage visitors to play and create their ideal closets."