The guarantee was to take, fulfill and ship all orders the same day for delivery the following day, right up until 3 p.m. EST on Christmas Eve. The offer was 25 roses if customers didnโt receive their orders the following day. Ashford.com, a luxury gift e-tailer, sent just 400 bouquets. Considering the volume of orders and the fact that Ashford delivered on its promise regardless of why the late delivery occurred, the number is remarkable. Ashford.com offers a wide variety of high-end products: diamonds, more than 20,000 styles of new and vintage watches, jewelry, fragrances, leather accessories, ties, scarves, sunglasses, writing instruments, home and
Merchandising
According to estimates, there are about 650,000 active licensed pilots in the United States, including about 100,000 who work for airlines. So, by any measure, the market for catalog companies selling supplies to individual, recreational or hobbyist pilots is not very big. But this market, known as โgeneral aviation,โ is potentially lucrative, owing to the upscale demographics of the target group. How well are general aviation catalogs marketing their wares? How good is their overall strategy and positioning? We shared a number of general aviation equipment catalogs with renowned direct marketing guru Estin Kiger. We wanted to get his viewpoint on what these
Just before I sat down to write this, The New York Times reported the death of yet another belovedโalbeit little knownโboutique institution, Gorsart Clothes. The downtown Manhattan menโs clothier had served the Wall Street community since 1921. In the words of Times writer Sherri Day, The last straw may have been the advent of casual Fridaysโand Thursdays and Wednesdaysโwhich eliminated much of the need for the crisply tailored suit and the power tie. Where Gorsart was unable to change with the times, another great New York menโs clothier, Barneyโs, changed too muchโonly to be taken over by its creditors in 1996. Founded in
Bathrobes have been a wardrobe stapleโas well as a catalog stapleโfor years. There are few people who donโt like cuddling up in a warm, soft robe after a hot shower, or coming downstairs for their morning cup of coffee wrapped in their favorite terry cloth robe. Robes are an ever-popular gift item, evidenced by the number of holiday and gift catalogs that featured them this past winter. The Norm Thompson gift catalog, Sundance gifts, Talbots gift collection, the Landsโ End holiday catalog and the Cuddledown of Maine holiday catalog are just a few of the books that presented robes as wonderful gift ideas.
At a dinner party, a chef must blend flavors and textures masterfully to create something that a group of diverse people will enjoy. Likewise, the Haute@Home catalog mixes different selling propositions to form a cohesive shopping experience for everyone from novice entertainers who can only boil water, to seasoned cooking and restaurant professionals. Florencia Palmaz, creator and president of Haute@Home, exemplifies the busy entertainer who wants casual elegance delivered quickly to the table. Her mother and business partner, Amalia Palmaz, comes from a more formal entertaining tradition in which the hostess prepares everything from scratch. Both women, who hail from Argentina, are experts on
Sergio Zyman and Scott Miller echo something Iโve been saying for a while: โItโs no different in the world of clicks than in the world of bricks-and-mortar. Itโs business. Itโs about selling stuff and making money. Brands today and tomorrow will be built the way they were yesterday: They will be built on the basics.โ Amen. So why should catalogers read โBuilding Brandwidth: Closing the Sale Online?โ At first glance it appears Zyman, consultant and former chief marketing officer at Coca Cola, and fellow co-author and business partner Miller wrote this book primarily for the dot-coms. But โBuilding Brandwidth: Closing the Sale Onlineโ
E-mail to client: โI must strongly recommend against the proposed photo shoot location, on the grounds that one or more of the crew members could plunge 150 feet down the sheer cliff face to their death.โ E-mail reply from client: โLife is risk.โ Managing a catalog photo shoot on location is harder than it looks. In fact, a key part of a good project managerโs job is to make the job look easy, because a jittery project manager upsets the crew and slows the work. Whatever happens, as project manager your job is to take it all in stride, consider all your options and
The world of books is the most remarkable creation of man. Nothing else that he builds ever lasts: monuments fall; nations perish; civilizations grow old and die out; new races build others. But in the world of books are volumes that have seen this happen again and again and yet live on. Still young, still as fresh as the day they were written, still telling menโs hearts, of the hearts of men centuries dead. โClarence Day Clarence Day was the main character of the great Howard Lindsay-Russell Crouse family comedy, โLife With Father,โ that ran on Broadway all through the dark years of World
As successful catalog merchants, youโre using merchandising techniques every day to deal with issues such as โcanโt touch it, canโt try it on.โ Letโs face it, returns are a hassle. When it comes to selling products online, familiarity with these issues is just one advantage you have over both Internet-only โpure-playsโ and store-based, bricks-and-clicks e-tailers. Pure-plays have the formidable task of simultaneously launching and marketing a new brand, sourcing and perhaps stocking product, creating visual assets, implementing technology, handling fulfillment and developing a customer service component (no wonder so many have failed!). Bricks-and-clicks players have their branding and merchant skills in place, but
For the past two decades, I have written and spoken worldwide on the future of the catalog industry. My position has always been to challenge conventional thinking, and I have been right on some things and wrong on others, but hopefully always provocative. My early thoughts on the future of the Internet (1994) and its influence on catalog and direct marketing have been, for the most part, accurate. I predicted the growing importance of e-mail marketing, permission-based databases, proprietary databases and the surety of dynamic pricing as an outgrowth of self-directed, online commerce. In 1997, I was correct in my assessment of