Don’t call the company UncommonGoods.com.
UncommonGoods, formerly a pure-play online retailer, launched a catalog this month because it was seeking, in the words of founder and CEO David Bolotsky, “a cost-efficient way to attract new buyers." Uncommon Goods, which launched last year, was unhappy with online advertising and e-mail as a way to attract new buyers.
In addition to attracting new customers, the catalogs also will spur repeat buys, Bolotsky hopes. "We needed an approach other than e-mail to bring customers back to the site,” Bolotsky says. "It is too early to gauge its success in garnering new buyers but it is great for bringing customers back.”
“We are not satisfied with our e-mail efforts,” Bolotsky says. “We have to do more to target our customers by their interest and to make the e-mails more compelling, which is a 2002 focus." UncommonGoods uses HTML e-mails but has no plans to use Flash or other new technologies.
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