August 1, 2003, 12:00 AM

Cataloger I Want One of Those Ltd. moves 70% of sales to the web

The U.K.-based web and catalog retailer of high-tech gadgets and entertainment products reports that sales for the 12 months ended July 31 rose to £6.5 million, more than double the £2.7 million in the year-earlier period.

 

I Want One of Those Ltd., a U.K.-based web and catalog retailer of high-tech gadgets and entertainment products, reports that sales for the 12 months ended July 31 rose to £6.5 million, more than double the £2.7 million in the year-earlier period. "The key things driving sales are organic growth, as our customers tell their friends about us, and the fact that more consumers are shopping with confidence now on the Internet," managing director David Booth tells InternetRetailer.com.

The retailer, which sends out 2 million copies of its catalog every year in four editions, says 70% of its sales come through its web site, IWantOneofThose.com, a percentage that is likely to increase, Booth says. A growing number of customers are ordering online after browsing a catalog, a behavior the retailer monitors by asking shoppers to enter a catalog product code when ordering online. The code is not required to make an online purchase, and is only used to track multi-channel shopping, Booth says.

The web site, which displays several moving images of products such as a rolling remote-controlled Humvee truck and an air-blasting gadget intended for practical jokes, continues to add new visual features to drive up visitation and sales, Booth says. This will also build on the tendency of customers to tell their friends about the site`s products, he adds.

For example, the site recently launched a video of the remote-controlled Humvee in action. Booth says he expects customers will e-mail their friends a link to his site so they can view the video, which runs off one of the retailer`s servers so as not to tie up viewers` bandwidth or hard-drive space. In the near future, he adds, IWantOneofThose will provide an "e-mail this video" feature to let shoppers forward friends a direct link to the video with a single mouse click.

 

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