Web sales are up, but don’t count other channels out, Sharper Image says
Internet sales are growing strongly at Sharper Image Corp., but so are catalog and store sales and both will continue to play a major role in Sharper Image’s marketing, the company tells Internet Retailer.
Five years ago, the company believed that the rise of the Internet would spell the decline of catalogs, at least in size and frequency. But with Sharper Image on a growth binge, the catalog is key in explaining the company and its products to new customers. “We will be in high-growth mode for the next three years and we will continue to introduce Sharper Image design products. As we develop a broader audience demographic and introduce products that are more broadly appealing, the catalog will be one of the ways to advertise,” a spokeswoman says.
She adds that the catalog is one leg of a multi-channel approach to a marketing program that includes e-mail. “Multi-channel marketing is synergistic; when the channels support each other, the business does well,” she says.
Back...
