February 7, 2008, 12:00 AM

BrooksBrothers.com sews up 52% revenue hike with new e-mail strategy

A change in e-mail campaign strategy helped generate 52% more revenue last year for BrooksBrothers.com, says Lillian Posner, director of e-commerce and catalog. The retailer increased the frequency of campaigns, peaking during the holidays.

A change in e-mail campaign strategy helped generate 52% more revenue last year for BrooksBrothers.com, says Lillian Posner, director of e-commerce and catalog.

Brooks Brothers increased the frequency of campaigns, especially during the holidays, leading to increased sales in 2007, Posner says. The retailer, No. 320 in the Internet Retailer Top 500 Guide, used an ad agency to improve efficiency and tracking.

The retail chain’s e-commerce site also introduced a new merchandising feature, adding ties to shirt images, which increased tie sales by 25% last year, Posner says. In addition, Brooks Brothers enhanced product images by adding color swatch and zoom to provide more detail, and added information about more colors and discounted “Brooks Buys” to product thumbnails on section pages.

Other changes included adding sections on the site to match Brooks Brothers’ Basics catalogs, and combining billing and shipping pages to streamline the checkout process, Posner says. The retailer also engaged Akamai Technologies Inc. to host images and improve page load times.

“Brooks Brothers is continually innovating and updating its web site and e-commerce business to provide a better shopping experience for our customers,” Posner says.

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