Northern Group says new U.S. apparel site exceeding goals
Canada`s Northern Group Retail Ltd. says its new NorthernReflections.us specialty apparel web site for the U.S. market is racking up more sales than anticipated. "It has exceeded all budget expectations," CFO Michael Stanek tells InternetRetailer.com.
Northern Group launched its U.S. e-commerce site last fall as a virtual mirror image of its Canadian market NorthernReflections.com, which serves only as an informational site to support Northern Group`s more than 275 stores in Canada. Its Canadian stores operate under the brands Northern Reflections for women`s casual apparel, Northern Traditions for women`s sportswear and the children`s apparel brand Northern Getaway.
Northern Group decided to operate a retail e-commerce site for the U.S. market to replace its former U.S. Northern Reflections stores, which were closed about a year ago. "It`s much more successful than we had anticipated," Stanek says.
He adds that Northern Group maintains strong relationships with its U.S. consumers through an active e-mail marketing campaign, which encourages customers to accept e-mail marketing messages through a special graphic offer on the NorthernReflections.us home page. Customers who sign up receive e-mail notifications of special sales and product offers. "We feel the e-mail is very cost-effective," Stanek says.
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