March 17, 2006, 12:00 AM

CWDKids.com ramping up marketing to boost online channel

Multi-channel merchant Children’s Wear Digest will expand its online advertising via pay-per-click, affiliate programs, e-mail campaigns and other tools in hopes of increasing sales and brand awareness and attracting new customers.

Multi-channel merchant CWDKids.com Inc., aka Children’s Wear Digest, is planning a multi-layered marketing campaign in hopes of increasing sales and brand awareness and attracting new customers.

The company will expand its online advertising via pay-per-click, affiliate programs, e-mail campaigns and other tools, says Tracy Schneider, marketing manager.

“We now are outsourcing our pay-per-click advertising campaign, which so far has resulted in increased returns,” Schneider says. “We will continue to use vendor NetBaldwin to monitor Google and Yahoo search campaigns.”

CWDKids.com launched a redesigned site last July. The company reports it has received very positive customer response. It plans soon to closely examine current web traffic statistics, as well as test Google’s free statistics offering, with an eye on enhancing the web site, she adds.

“We will continue to add new features and enhancements to make the site easier to use,” Schneider says. “Some planned features include online order tracking, online purchase and redemption of gift certificates, more detailed product specs, and functionality enabling customers to ship to multiple addresses in the same order.”

In 2005 the company, which mails 17 million catalogs a year, hit $10.6 million in online sales, a 13% jump over 2004’s $9.3 million. “We could see total web sales of more than $13 million this year,” she predicts.

 

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