Aerosoles' Online Catalog Strategy Is a Shoe-In

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Women's fashion shoe brand Aerosoles increased its online conversion rate 15 percent to 20 percent since putting its catalog online using RichFX's Rich Catalog solution, Aerosoles director of sales & marketing Jeff Barney said yesterday. Average order value also rose 10 percent to 15 percent.


To drive sales, Aerosoles uses Rich Catalog technology to display rotating promotions on the left navigation bar of its online catalog, which appears on its Web site, aerosoles.com. The company also puts the catalog on the site before it hits mailboxes, prominently displays the online catalog and frequently sends e-mails explaining the online catalog's functionality.


"By joining our catalog and Web channels, we reinforce our brand and send a consistent message to the market," Barney said.


Other benefits include the ability to use photography taken for the print edition to merchandise products on the Web site and extending the life of older catalogs since multiple books are available online at the same time.


People who use the online catalog make up 12 percent to 20 percent of Aerosoles' customer base, Barney said.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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