May 10, 2002, 12:00 AM

Nine West finds the vast majority of e-mail-driven sales come in the store

Nine West Group says up to 70% of response to personalized e-mail offers comes in its 700 retail stores.

 

Multi-channel retailers who think that e-mail offers apply primarily to online sales are missing a key measure of an e-mail campaign’s success, Dianne Binford, head of the direct-to-consumer group at shoe manufacturer and retailer Nine West Group Inc., tells InternetRetailer.com.

Binford says that 50% to 70% of response to e-mail offers comes in Nine West’s 700 retail stores. Nine West has been using personalized e-mails in a program managed by YesMail Inc. to target customers who shop online and at its retail stores.

Nine West sends monthly e-mails to a database of 200,000 customers based on their shoe size, preferences and locations, as well as other factors. Binford says Nine West has been so pleased with the results of e-mail marketing that it plans to collect more e-mail addresses from store customers by encouraging clerks to ask customers for their e-mail addresses and by explaining the benefits of receiving the e-mails. Customer now provide their e-mail addresses when they sign up at the point of sale to be on mailing lists.

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Darin Archer / E-Commerce

Alternative payments: the path to increasing global sales

While the credit card is the most popular online payment method in the United States, ...

FPO

Jim Tompkins / E-Commerce

Alibaba's great leap forward in China logistics

The giant e-commerce company has projected spending $50 billion to create a modern logistics network ...

Advertisement