Office supplies marketer Quill Corp., a unit of Staples Inc., is driving incremental sales and increased operating efficiency through an e-mail program that migrates catalog-only shoppers to the web, the company says.
“The customer migration program has been very successful,” says Brian Anderson, senior media manager for Quill. “It’s enabled Quill to increase incremental revenue and sales, and it helps us make it faster and simpler for our customers to do business with us.”
Quill sells more than 50,000 business products, including general office supplies, furniture and printers, through b2b catalogs and Quill.com. But the company, founded in 1956, decided last year to move more of its catalog customers to Quill.com, which launched in 1996.
Quill is using a customer migration program working with e-mail services provider Responsys Inc. to identify customers who shop its catalog but not its web site. An initial e-mail offered a free gift along with the first online purchase.
The Responsys system provides Quill with reports on e-mail open rates and click-throughs, which Quill merges with its own data on customer sales to judge how the e-mail campaigns are impacting sales in each channel.
The customer migration system complements Quill’s new branding campaign, “So Fast, So Simple,” Anderson says. “It is our goal to make it fast and simple for our customers to use Quill.com and shop from our e-mails.”
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