DiscountDance.com has lifted conversion rates by tailoring marketing campaigns according to dance discipline, says John Miller, information technology director. Conversion rates rose to 7% last year, up from 6% in 2006. “We’ve always been more of a bombard-everyone-with-the-same-thing type company,” he says. “Now, we’re a little bit more personalized in our marketing efforts.”
DiscountDance.com, No. 319 in the Internet Retailer Top 500 Guide, offers apparel, shoes, gifts and accessories for professional and amateur dancers. The company determines a shopper’s dance discipline based on what products they have purchased, then sends e-mail and direct-mail promotions based on that information.
“For instance, someone that’s into ballet would be interested in point shoes or ballet slippers,” Miller says. “Someone who’s more into tap dance would be looking at jazz pants, tap shoes and things like that.”
DiscountDance.com also allows site visitors to shop by categories, including dresses, gifts and accessories and shoes. It also publishes interactive catalogs.
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