The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Bombay, which reported a $2.5 million decline in direct-to-customer sales in the second quarter, names Justin Lewis as its new chief marketing officer. All Internet-related marketing activity will report to Lewis.
The Bombay Co. has a new executive in charge of multi-channel and Internet marketing.
Bombay, No. 191 in the Internet Retailer Top 400 Guide to Retail Web Sites, recently named Justin Lewis as a new senior vice president and chief marketing officer. Previously Lewis was vice president of marketing for Circuit City Stores Inc. where he had responsibility for a multi-channel marketing budget of $250 million. Prior to joining Circuit City, Lewis spent over 15 years at Procter & Gamble in various positions.
At Bombay all Internet-related marketing activities will report to Lewis. He will also be in charge of new initiatives to expand the company’s direct marketing activities. In the second quarter, Bombay reports that sales in its direct-to-customer channel, which includes Internet and mail order, declined $2.5 million, though the company didn’t break out specific financial results.
“Actions to address marketing issues for these channels as well as to enhance website functionality and appearance have begun,” Bombay says in a recent earnings release.
Bombay’s three retail web sites-BombayCompany.com, BombayOutlet.com and BombayKids.com-are now operated on a third-party platform run by Amazon Services Inc.