Grainger emphasizes search engine marketing, targeted e-mail s, and mining online data.
Target marketing boosts back-to-school sales
DiscountOfficeItems.com focuses on consistent cross-channel messaging.
Target marketing, including web-site promotions and special landing pages, helped web-only office supply retailer DiscountOfficeItems.com boost sales 30% year over year during the 2011 back-to-school season.
The company did not provide specific dollar amounts.
To increase sales as the school year was starting up, DiscountOfficeItems.com, No. 369 in the Internet Retailer Top 500 Guide, focused on consistent messaging across all channels, including e-mail, web site, affiliates and paid search, says Karin Schei, marketing manager.
In addition, the retailer used e-mail segmentation, web site promotions and special landing pages offering more uniform product categorization for shoppers, organized by grade level. For example, on the landing pages, visitors can now select from categories such as grade school, high school, classroom and dorm accessories. Each of those categories has additional information on products for the specific grade level.
DiscountOfficeItems.com plans to continue the target-marketing approach into the upcoming holiday season, says Joe Schaefer, vice president of sales and marketing.
“We’re confident new presentation methods helped customers find what they were looking for quickly and easily, and look forward to continued growth heading into the busy holiday season,” Schaefer says.