Nordstrom, Seattle, is using a specialty Web site, minicatalog and soon to be launched prize promotion to drive retail store traffic for its spring 1999 Callaway Golf Apparel and Footwear private label collection.
Nordstrom, which launched the Callaway apparel collection in 1994, mailed a 10-page minicatalog the first week of March to 250,000 households selected from its database. Selection criteria were not disclosed. The catalog showcases apparel, footwear, sun and skincare products from the spring collection, which are currently available only in the retailer's 99 stores.
The catalog also includes the URL for a companion Web site featuring the line (www.nordstrom.com/callaway), which launched this month. The site allows visitors to browse through the collection and includes a search function that provides directions to the closest Nordstrom store and a link to the Nordstrom personal shoppers service. It does not support online purchasing. Orders for the spring collection can be placed through personal shoppers via e-mail, but the intent of the site is to build brand awareness and drive store traffic, according to Nordstrom.
Basic Callaway items not in the spring line such as polo shirts or golf shoes also are featured on the site and can be purchased online.
“When the customer is online we want to offer a certain service level that has a lot to do with choices,” said Bob Schwartz, general manager of Internet for Nordstrom. “The site gives the department store experience. When you come to the site, you can still go into men's pants and be efficient, but if you want an experience, we will hit you with the emotion of what Callaway is all about.”
Callaway is the first sub site for a line or collection of products but is not Nordstrom's first “emotion” site. Schwartz said www.nordstrom.com/fadetowhite is being integrated with window displays, catalogs and other merchandising to convey that white is an important theme of its spring lines.
The Callaway line will be a centerpiece of Nordstrom's Drive With Style promotion, which kicks off in stores next month. Visitors to the men's sportswear and women's activewear departments will have a chance to win an Infiniti I-30 sedan, Callaway golf clubs and apparel.
Contest entrants will be asked to provide basic demographic information and can opt to be placed on Callaway apparel or Infiniti mailing lists. The Callaway sub site will remain up through the promotion which ends in August.