Staying with an online marketing plan that works is paying dividends for CompactAppliance.com. With 2004 web sales of $11 million, up more than 20% from about $9 million in 2003, Compact Appliance carries about 700 SKUs online, says Jason Roussos, senior vice president for strategic development. “We focus on our niches,” he says.
On the web since 1999, Compact Appliance sells appliances that fit smaller spaces or to customers looking for an item such as a smaller washer/dryer combination. “We do a lot of business in urban spaces such as New York with items such as portable air conditioners,” Roussos says.
Many larger online appliance and consumer electronics retailers deal in large volumes and deep discounts. But Compact Appliance says the success of its marketing plan lies in knowing its customers and giving them better ways to shop for smaller appliances. For instance, a new marketing feature on the web site is a program that lets shoppers compare specifications on four different models at once.
“We care about small appliances,” Roussos says. “Our call center is staffed with reps experienced in arranging home delivery the right way and they are trained on the products we sell.”
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