Drexel Heritage Furnishes E-Brochure

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Drexel Heritage Furnishings Inc. said yesterday that an interactive e-mail campaign it began in October has resulted in an increase in traffic to its Web site and offline furniture retail stores.


The Drexel Heritage e-brochure was sent to more than 20,000 opt-in recipients across the United States. MindArrow, a developer of Internet-driven software, devised the campaign. It carried a video montage of home furnishings and links to a store locator on drexelheritage.com. A 10 percent discount coupon, good for any product bought at Drexel Heritage retail stores until the end of March, also appeared in the e-brochure.


To date, 24 percent of opt-in recipients viewed the Drexel Heritage e-brochure and 85 percent clicked through to view additional content.


"We developed this e-brochure to communicate with our customers in a new and innovative way that demonstrates our willingness to leverage new technologies and the Internet," said Will Sharp, senior vice president of sales and distribution at Drexel Heritage. "In just a few weeks, locations throughout the country have experienced a significant pickup in consumer traffic and a large number of e-brochure coupons redeemed," Sharp said.


Drexel Heritage Furnishings is part of LifeStyle Furnishings International, one of the largest furniture manufacturers in the world with revenues in excess of $2 billion. The North Carolina company serves a worldwide customer base with 67 manufacturing facilities throughout North America, Asia and Europe.


MindArrow's customer base includes Hewlett-Packard, Lucent Technologies, Oracle and Viacom.


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