Orvis

Orvis
Orvis

How does a fly fishing company transition to an e-commerce world? Such is the story of Orvis, which was founded before the Civil War as a fishing tackle business. Today, the company is regarded the oldest US retailer.

Ray McCready, president of Orvis, says that a commitment to multichannel, while maintaining the same values across avenues, is partially responsible for the company's success in recent years.

“Who knew when the bubble was happening that the winners of the Web wouldn't always be the pure plays, but the catalogers who had fulfillment operations?” he says, adding that “early adoption is very important. We kept adding functionality – we got into putting the URL on the catalog pages early, and embraced the idea that it was supposed to be that way.”

Among its more notable recent direct marketing campaigns is the 2007 Orvis Rewards Visa card.

You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in 30th Anniversary Issue

Sign up to our newsletters

Latest Jobs:


Company of the Week


As the leading source for direct marketing youth data, ASL Marketing connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics. We provide access to the most comprehensive, response driven youth database available - over 175 million active high school, college and young adult consumers and their parents. We offer custom solutions devised to meet your specific target and goal. Our data customization allows you to pinpoint your audience by selecting by age, ethnicity, grad year, etc... Our clients range across all industries including Financial Services, Technology, Health & Beauty, Retail, Educational Services, Recruitment, and more.