Fry Builds Crate & Barrel Site

Share this article:
Fry Multimedia, Ann Arbor, MI, will build Crate & Barrel's first Web site, which will include an online store and gift registry.


The site, scheduled to launch next spring, will have a look similar to the company's stores and catalog, said Bethany Fenton, senior account executive on the project.


"We are going for a light, airy look," Fenton said. "As soon as you walk into the stores, you see natural wood and a lot of light. We want to re-create that feel."


The agency will use photographs from the catalog to create a look consistent with the company's other sales channels. The site will offer gift certificates, credit-card applications, a store locator and catalog request forms. It also will include some customer feedback and content sections, although content sections may not be incorporated into the site until after the initial launch.


Details of plans to promote the site launch still are being developed, but it is expected to be a soft launch, Fenton said. Content sponsorships on sites geared toward the home and some non-Internet-related advertising are likely to be used as marketing tools, Fenton said. The site probably will be located at www.crateandbarrel.com, a spokesman said.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.

Harnessing Deep Industry Expertise to Capture New Markets

Harnessing Deep Industry Expertise to Capture New Markets

Darren Rodgers explains how he applies his deep healthcare expertise, and broad organizational experience, to marketing in an industry in the throes of historic transformation.

Fast Facts: October 2014

Fast Facts: October 2014

Some quick info hits to keep you up-to-date, including the percentage of emails opened on mobile devices.