Annual web sales drop at Mrs. Fields
E-commerce revenue for Mrs. Fields Famous Brands LLC dropped by 11% in 2006 while total revenue grew by 8%.
For the year Mrs. Fields, No. 309 in the Internet Retailer Top 500 Guide, recorded web sales of $12.9 million vs. e-commerce revenue of $14.5 million in 2005. At the same time the company posted total 2006 revenue of $95 million, compared with $88 million in 2005.
The web accounted for 14% of total revenue and 42% of gifting revenue. Mrs. Fields is a heavy user of affiliate and search engine marketing to drive sales, according to the company’s recently filed annual report. Mrs. Fields operates a network of 500 affiliates and generated search-related sales of approximately $1.1 million last year, the company says.
Mrs. Fields operates multiple retail brands such as Great American Cookie Company, Pretzelmaker, Mrs. Fields and TCBY.
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