May 26, 2004, 12:00 AM

Letting marketers manage content ups sales and basket size at Calendars.com

An e-catalog content management system from Coe-Truman Technologies improves inventory status information and sharpens up merchandising to boost annual sales by 80% and revenue per session by 10% in a year.

Putting centralized content management into the hands of Calendars.com’s marketing staff helped increase sales by 80% and revenue per session by 10% over a year after the company implemented Catapult, a content management system from Coe-Truman Technologies Inc., the company reports.

The lift came in part from a reduction in the presentation of out-of-stock merchandise. Calandars.com may have up to 8,500 different products at any given time, but due to the nature of the product, 100% of inventory changes every year. Giving marketers easy access to the ability to update photos, products, and prices and swap out items low in inventory cut down on out-of-stock situations, which helped encourage purchases, according to Calendars.com.

Improved cross-selling and upselling also helped lift sales. Marketers at Calendars.com tracked buying behavior and used the information to create product relationships in Catapult’s database architecture. They then used the system to publish additional product recommendations to the web site depending on what customers were viewing or buying. For example, says Hillel Levin, general manager at Calendars.com, the company found that people who bought dog calendars were interested in similar puppy calendars, and people who bought either dog or cat calendars were also interested in Far Side calendars.

“We were able to better merchandise our selection and tailor our search results to we could increase our average sale,” says Levin.

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