Web test-drive boosts sales of Sharper Image VW Beetle CD player
Multi-channel retailer The Sharper Image combined the testing power of the Internet with one of last year’s most popular car trends to make one of its newest products into one of its top sellers over the past few months: a replica of a Volkswagen Beetle -- a Sharper Image exclusive – that’s a CD player.
Sharper Image took an unexpectedly early delivery of the Beetle player, in advance of when the item would be featured in its holiday catalog. “So we were able to feature it on our web site first,” says Tracy Wan, president and COO of The Sharper Image. “We got a really quick read on that product, and we knew we had a winner on our hands.” The web test gave the retailer the information it needed – and the lead time – to order additional units of the CD player in time for the holiday, thus maximizing sales on the item.
“The catalog time frame is about 90 days,” Wan says. “You’re always tied to the physical requirements of printers, paper and photography. On the web, you can get a picture up in about an hour. If you want to introduce a product but can’t get into the catalog for a few months, the web is a great place to do it, and we`ve done that with numerous items.”
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