July 16, 2003, 12:00 AM

Bombay Company sees strong lift in sales from e-mailed catalogs

In a test last week of e-mailing previews of its catalog and advertising inserts for Sunday newspapers, multi-channel home furnishings retailer Bombay Co. realized an immediate lift in online sales over several consecutive days.

Kurt Peters

Executive Editor

 

In a test last week of e-mailing electronic previews of its catalog and advertising inserts for Sunday newspapers, multi-channel home furnishings retailer Bombay Co. realized an immediate lift in online sales over several consecutive days, vice president of e-commerce Matt Corey tells InternetRetailer.com. The company also expects to see a lift in yet-to-be counted store sales, he adds.

The e-mail campaign sends messages to customers who have signed up to receive Bombay e-mailed promotions, calling their attention to forthcoming Sunday newspaper advertising inserts and catalogs that are available in electronic versions on Bombay`s retail shopping site, Bombayco.com. The e-mail includes hyperlinks to the online versions of the advertising inserts and catalogs.

Bombay sent out the test e-mail on Friday to showcase the following Sunday`s newspaper insert as well as a catalog preview. With a total of 10 home furnishings catalogs that it distributes each year, plus three for its new BombayKids brand of bedding and other products for children, Bombay expects to e-mail several catalog promotions following its test. But it plans to limit the e-mails to no more than two per week so as not to overload customers` inboxes, Corey says.

The presentation of the Sunday ad inserts and catalogs on Bombayco.com is itself a new multi-channel strategy helping to drive web traffic. The online catalogs and Sunday advertising inserts each appears on the web with the same detail as print versions, and each page can be clicked to enlarge product photos and make product descriptions and prices easier to read. "Our total online operations are doing great over last year, but on top of that we`re getting 8-10% increase in traffic by using this online catalog tool," Corey says.

 

 

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