RedEnvelope CEO Stresses Need for Multichannel Presence

Share this content:
BOSTON -- A multichannel presence is vital to catalogers and retailers, according to an executive whose company started as a Web-only concern.


"The hot topic of this conference is multichannel marketing," said Martin McClanan, CEO of gift Web site and cataloger RedEnvelope, San Francisco, in his luncheon keynote here at the Direct Marketing Association's 18th Annual Catalog Conference & Exhibition at the Hynes Convention Center.


After starting as an Internet-only retailer in November 1999, RedEnvelope launched its print catalog in February 2000, McClanan said.


He gave tips about how RedEnvelope has gotten most of its customers to order online. RedEnvelope does not include an order form in its catalog; rather, it includes its URL, www.redenvelope.com, on each page. About 70 percent of RedEnvelope's orders are generated on the Web site while 30 percent come in over the telephone, McClanan said.


Even so, he stressed that 73 percent of direct response shoppers are influenced by a merchant's offline presence, making it important to have a multichannel presence.


McClanan also noted that when it comes to customer service, the telephone still rules. Fifty-seven percent of RedEnvelope customers choose the telephone to resolve customer service issues, while 14 percent use e-mail and 29 percent use the chat function on the RedEnvelope Web site.


McClanan discussed the importance of e-mail for marketers. He said it would become even more challenging for marketers get their customers to open e-mails as more firms use e-mail communications. One way that RedEnvelope has tried to use e-mail effectively is through limited and selective partnerships with other marketers. It has partnered with J. Crew, Nordstrom and Garnet Hill.


close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above