September 19, 2002, 12:00 AM

Crate & Barrel gets an in-store sales boost after an e-mail campaign

Using e-mail, Crate & Barrel targeted customers in ZIP codes near Crate & Barrel stores. The message directed recipients to an online store directory that encouraged offline shopping and offered an online preview of selected sale items.

 

Sales in Crate & Barrel stores increased more than 50% during the week an e-mail campaign promoting a summer furniture sale was going on, Crate & Barrel reports.

For the e-mail campaign, Northbrook, IL-based Crate & Barrel, a home furnishings and housewares retailer with 100 stores in 15 markets, targeted customers in ZIP codes near Crate & Barrel stores. The message directed recipients to an online store directory that encouraged offline shopping. Crate & Barrel also promoted an online preview of selected sale items.

The e-mail campaign was part of a multi-channel marketing program that also included direct mail and print. Crate & Barrel used Double Click Inc.’s DARTmail service to deliver the campaign and measure response.

Crate & Barrel reports that store sales during the week of the e-mail promotion increased by more than 50% from the previous week and many store customers specifically mentioned the e-mail promotion when speaking to salespeople.

 

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