eBags goes multi-channel with a catalog mailing this month
Although it’s posting profits on its web site, eBags Inc. is not satisfied being a single-channel retailer. It will distribute 250,000 copies of its first paper catalog this month, Peter Cobb, vice president of business development, tells InternetRetailer.com.
The 40-page holiday season catalog, expected to arrive in customers’ homes around Nov. 15, is intended to help eBags publicize its complete range of products, Cobb says. Other seasonal catalogs will come out to coincide with Mother’s Day, summer travel and back-to-school selling periods.
“A surprising number of people come to eBags from a short-cut, such as a search engine for backpacks, but they may never know eBags sells other products,” he says. “So we wanted to send a catalog to these customers and say, ‘You shopped with us once, and we have a lot of other items you might want to consider.”
Cobb notes that most of the catalogs will go to existing customers and people who have already signed up for e-mail promotions, with only 10% going to prospects in new mailing lists.
But as eBags extends to a second selling channel, it will leave the brick-and-mortar channel to others, Cobb says.
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