August 30, 2006, 12:00 AM

Benchmark beats feet to a good second quarter

Targeted marketing campaigns and improved customer service are the main reasons the company, which operates FootSmart.com, is attracting and retaining more online shoppers, it says. Web sales rose 42% in the second quarter.

Mark Brohan

Research Director

 

Benchmark Brands Inc. is reporting record e-commerce sales for the second quarter.

Web sales rose 42% to $10.65 million from about $7.5 million in Q2 2005. "Comfort is key for baby boomers," says Benchmark president Alan Beychok. "We are seeing that reflected in strong sales of our extensive line of comfortable footwear and sandals for men and women. In addition, we are seeing growth in back-support intimates, including our new line of back-support bras, as well as diabetic socks and related diabetic-focused products.”

Benchmark, No. 216 in the Internet Retailer Top 500 Guide to Retail Web Sites, credits targeted marketing campaigns and improved customer service as the main reasons it is attracting and retaining more online shoppers. During the second quarter, Benchmark, which operates FootSmart.com and WalkSmart.com, introduced SmartLabel, an expedited returns and exchange program.

"All of these efforts combined with the growing interest in comfort products are contributing to our ongoing online success," says Beychok. "And all indications are that we will see a strong third quarter for our online sales as we head into the fall and holiday shopping season."

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