How Norm Thompson uses the web in cross-channel marketing

Although Norm Thompson Outfitters is reporting 2004 web sales of $61 million, the direct marketer of outdoor lifestyle clothing, footwear, accessories and related merchandise is only now hitting its stride in using the Internet as an effective cross-channel marketing tool, says Debbie Hess, director of Internet marketing. "It took us awhile to break through, but we`re in a full court press now because we`ve just begun to tap the potential of the Internet," she says.

To improve brand awareness, cross-channel marketing and multi-channel retailing, Hess says Norm Thompson and one of its key technology providers, MarketLive Inc., expect to relaunch the web store later this year with enhancements such as advanced search features and zoom technology that gives customers more detailed and focused product images.

Norm Thompson, which carries more than 85,000 online SKUs, including travel gear, home décor and gourmet foods, is also looking at ways to develop better synergies between the Internet and its catalogs. For instance, Norm Thompson is looking much closer at e-mail segmentation to develop campaigns that deliver highly targeted promotions to catalog customers who may wish to place their orders online. "We want to know the impact each channel has on the other," she says.