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.

Kurt Peters

Executive Editor

 

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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