February 16, 2004, 12:00 AM

How a small e-retailer quickly built multi-channel sales

When MavrikJewelry.com wanted to take advantage of an opportunity to open a store to also sell home furnishings, it quickly used its web-based e-commerce platform to drive up sales through multi-channel e-mail marketing.

When MavrikJewelry.com wanted to take advantage of an opportunity to open a physical store to also sell home furnishings, it quickly used its web-based e-commerce platform to drive up sales through multi-channel e-mail marketing. Overall holiday sales for his web site, store and catalog rose 400% last year over holiday 2002, site owner Igal Alon tells Internet Retailer.

Alon, who specializes in selling jewelry and home furnishings made in Israel and had 2003 sales of about $300,000, was able to quickly begin processing customers’ orders in his store through a browser connection to the NetSuite platform, which is hosted on a NetSuite web server.

And because NetSuite uses a single Oracle database for multiple selling channels, Alon’s store customer data integrate with his web site and catalog customer data. The Oracle database also supports multiple applications within NetSuite, including marketing and accounting. “When I opened the store, I already had all the web-based tools to get a customer’s information into my online marketing system,” he says. “It would have been much more difficult to do if I had an in-house developed web site without the NetSuite platform.”

Now, regardless of which channel his customers shop, he’s able to customize e-mail marketing campaigns based on customers’ shopping history. He’ll also generate e-mail campaigns targeting certain groups of customers, such as those who have spent more than $5,000 or have shown a preference for a particular jewelry designer. “I can generate a good target e-mail list in a minute,” Alon says.

The cost of the NetSuite platform starts at $2,000 per year for two users, plus $600 for each additional user, the company says.

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