The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
In the second quarter of the 2008 fiscal year, Celebrate Express grew its web sales to $25.4 million from $20.8 million in the prior year. Overall the web accounted for about 81% of sales vs. 73% in Q2 2007.
The web remains the dominant sales channel for Celebrate Express Inc.
In the second quarter of fiscal 2008, Celebrate Express grew its web sales by 22% to $25.4 million from $20.8 million in the prior year.
At the same time Celebrate Express, No. 163 in the Internet Retailer Top 500 Guide, reported net income of $430,000 on revenue of $31.3 million, compared with net income of $568,000 on revenue of $28.5 million in Q2 of fiscal 2007.
Overall the web accounted for about 81% of sales in Q2 vs. 73% in the prior year. “We aggressively pursued the Halloween seasonal business in the second quarter as a vehicle to expand consumer awareness across all of our brands, to expand market share in what was a very competitive Halloween season and to build our customer file,” says CEO Kevin Green.
Celebrate Express counted approximately 229,000 new customers in the quarter. That brought its total customer database to 3.8 million names, the company says.
The average order was $68.41 in the second quarter of 2008, compared with $72.65 in the same quarter a year earlier. Repeat customers represented approximately 46% of revenue during Q2, which is the same as the prior year, says Celebrate Express.