Wine Marketer Begins Direct Callback

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Geerlings & Wade, a direct marketer of wines and wine accessories, yesterday said that consumers can now arrange for a callback from a company call center agent by using the company's Web site.

Visitors to can click on a button and submit their name and telephone number to have an agent call them back. The agent can help the customer complete purchases, answer questions and suggest wines for gifts or to complement meals.

Web Dialogs Inc., Billerica, MA, is providing the technology for the direct callback system.

By giving online customers an offline channel, Geerlings & Wade hopes to reduce the number of abandoned shopping carts and increase Web sales, which reached $5.5 million in 2000, said Cathy Longueil, the company's customer service manager.

Geerlings & Wade, Canton, MA, offers home and office delivery in 30 states. It has approximately 114,000 wine club regulars and club members.


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