What Innovation Means for Brookstone

That test was validation for our use of fractional allocation, Speltz said. It proved that there was interplay between all of our channels.

Intelligent Targeting
Even with innovative and unique product, you still have to create traffic and demand for it, Speltz said. You can't sit there and do nothing. Brookstone uses both push and pull marketing tactics to create and capture that demand. Its push tactics — email, online video, website optimization — are designed to create demand, while its pull tactics — paid search, marketplace partnerships — are intended to capture that demand. The two strategies complement each other nicely, Speltz said.