The acquisition will add more than 300 products to L’Oreal’s lineup.
This week’s initial roll-out includes a test offering 300,000 catalog recipients the opportunity to place orders by phone with a new toll-free telephone number.
Web site Drugstore.com expands into the catalog business this week with an initial distribution of 1.8 million catalogs to introduce the new Specialty Shops tab at its online store. The 30-page catalog will feature a selection of luxury merchandise available in each of the four new Specialty Shop categories: Relax & Indulge, Healthy Living, Be Beautiful and For Those You Love. The catalogs will arrive boxed in with customer orders placed directly at Drugstore.com and through Amazon.com, as well as via mail to some 650,000 households.
“The catalog was created to highlight the diverse range of hand-picked modern essentials and great gifts within each expanded specialty shop,” says Sharon Wikstrom, director of merchandising at Bellevue, Wash.-based Drugstore.com. “It’s a new way to reach potential customers and to increase awareness of Drugstore.com as more than just a drugstore.”
Dugstore.com will test customer response to a new a toll-free number by promoting it in approximately half the mailed catalogs. “Taking phone orders from a select group of catalog recipients will make it easier than ever to shop from Drugstore.com, turning potential customers into lifelong shoppers,” adds Wikstrom. A special holiday catalog is scheduled for distribution in the first week of November.