Neiman Marcus decks the halls with e-mail

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Neiman Marcus is using e-mail to tap its holiday clientele, as e-commerce sales grow this season.

The luxury retailer's holiday promotion began on Nov 14 and included a deal for free shipping on purchases over $150 and gift buying suggestions.

"The Neiman Marcus campaign is all about helping shoppers buy gifts based on the person's interests like gadgets, fashion and cooking," said Kelly O'Neill, product marketing director at Art Technology Group, Cambridge, MA. "Using an information based promotion versus a margin based promotion works well."

The Dallas-based retailer uses Art Technology Group's e-commerce platform at www.atg.com to power its e-commerce site at www.neimanmarcus.com , as well as the personalization and data collection they use to create their e-mail campaigns . This list includes 1.5 million customers.

The holiday e-mail breaks these gift recipients into characters like "The Trendsetter," "The Executive," "The Happy Family," "The Gourmand," "The Diva," "The Party Animal" and "The Pet Lover."

By clicking on "The World Traveler" shoppers can find Burberry luggage sets ranging from $225 to $695 a piece, as well as Jack Spade's Travel Scrabble for $95 and Lingo's Talking Translator for $250.

For the pet that has everything is a Juicy Couture dog bed in the brand's signature velour priced at $150. The e-commerce site also has a full fashion wardrobe for the dog, including Hedy Manon cashmere vests for up to $245 and Neiman Marcus's exclusive Hello Kitty pet sweaters at $100 each.

As traffic to the e-commerce site heats up, according to Ms. O'Neil, Cyber Monday is only the ninth biggest day for online holiday shopping.

"We see more online sales during the holiday season increase as the holiday gets closer itself," she said. "Depending on the logistics of the online retailer, as shipping deadlines get closer, that's when we expect to see the highest sales online."

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