April 16, 2010, 12:00 AM

Boston Green Goods finds catalogs help grow web sales

To help maintain recent growth in online sales, the retailer of healthy living and eco-friendly products is launching its second print catalog this month. “Our catalogs drive traffic to our e-commerce sites,” CEO Mercia Tapping says.

 

To help maintain recent growth in online sales, Boston Green Goods, a retailer of healthy living and eco-friendly products across four e-commerce sites, is launching its second print catalog this month, Green and More, to support its e-commerce site GreenandMore.com. “Our catalogs drive traffic to our e-commerce sites,” founder and CEO Mercia Tapping says.

Boston Green Goods, No. 379 in the Internet Retailer Top 500 Guide, will now have a combined annual catalog circulation of 1.5 million for its two catalogs. The other catalog, which launched six years ago, is the paper complement to its e-commerce site AllergyBuyersClub.com.

The new catalog is one of several steps Boston Green Goods is taking to maintain its growth, says Robert Scott, chief operating officer. After a strong first quarter with sales up 24% year over year, the company estimates its full-year 2010 sales will rise about 15% to $19.5 million, up from $17 million last year.

The retailer, which also owns and operates bedding supplies e-commerce site SleepBuyersClub.com, recently launched its fourth e-commerce site, Pain-Relief.com, which specializes in products like back braces, seat cushions and nutritional supplements. To promote cross-selling across all of its web sites, Boston Green Goods also recently built in-house a unified shopping cart for all of its e-commerce sites. “Now shoppers can mix and match products for our different online stores,” Scott says.

The retailer also recently made changes to AllergyBuyersClub.com, including a newly colorized green live chat icon placed near the top right corner of every product page. “The number of people who have clicked on the new live chat button has doubled,” Scott says. The retailer, which uses live chat technology from Bold Software LLC, notes that 10% of shoppers who enter a live chat session wind up making a purchase.

Topping will be speaking at the Internet Retailer Conference & Exhibition, June 8-11 in Chicago, in a session entitled Managing for growth-get ready for the next wave.

 

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