August 26, 2014, 2:04 PM

A supplier of interior architectural hardware designs a cross-channel selling strategy to grow sales

Doug Mockett & Co.’s formula for growth coordinates print catalogs and trade shows with its e-commerce site.

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With its planned timing of a print catalog and a major industry trade show, online sales got a strong boost this summer at Doug Mockett & Co., a supplier of products used in offices, retail stores, kitchens and bathrooms, marketing manager Billy Peele says.

Mockett sells what it describes as “innovative furniture components and architectural hardware,” including devices for integrating desks with computers, shelving hardware for retail displays, and accessories for supporting and decorating  furniture and cabinets.

With about half of its overall sales online at, the company, which does not sell through its own physical outlets, drives up sales by complementing its online sales with print catalogs and appearance as trade shows covering the commercial interiors industry. In June, for example, it attended the Neocon World Trade Fair in New York, which Peele says is the industry’s largest for interior architectural hardware and furniture components, with some 40,000 visitors. At Mockett’s exhibition booth, its personnel engaged prospects with iPads connected to, which visitors could also access directly on public computer workstations.

Mockett also timed the release of its latest 150,000-copy print catalog with the Neocon show, which helps to build on the interest generated at Neocon and bring more customers and prospects to as well as to the company’s call center. “We do trade shows in multiple cities to let people touch and feel our products, then they browse our catalog and visit our e-commerce site,” Peele says, adding: “We’ll definitely see an increase in sales this year.”

For a free subscription to B2BecNews, a weekly newsletter that covers technology and business trends in the growing B2B e-commerce industry, click here. B2BecNews is published by Vertical Web Media LLC, which also publishes the monthly trade magazine Internet Retailer.

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