A Catalog Business in the Age of the Internet
best way to predict your future is to create it.Lillian Vernon cheap canada goose uk started her multi million dollar business in Canada Goose Online 1951 on her kitchen table and pregnant with her first child. Since then, the home business she founded has become the leading catalog and online retailer of gift, house wares, gardening, seasonal, and children products.Lillian was not the typical woman of her era. At the time when women were expected to stay home to raise families, she defied conventions by launching a successful business. She started her mail order business in her small apartment with $2,000 canada goose black friday sale of wedding gift money. She bought a supply of purses and belts and placed canada goose factory sale a $495 ad in Magazine offering a unique service personalization with her customers initials free of charge. The ad brought in a whopping $32,000 in orders and it was only the beginning.Today, canadian goose jacket the business landscape has changed. Competition canada goose clearance sale in the mail order industry has intensified. The advent of the Internet has given consumers another medium of choice for shopping.Amidst all these changes, Lillian Vernon remains at canada goose the top Canada Goose Coats On Sale of canada goose coats her game. Her company now has eight different mail order catalogs, presenting toys and children products, gifts, houseware and garden, personal and home accessories, outdoor products, and others. offering products from the catalogs at discounted prices.Lillian Vernon has successfully Canada Goose online steered her company to embrace the Web. A woman who has always been ahead of her times, her company first offered its products on the Internet in 1995. Today, Internet orders comprise about 21 percent of total orders and growing. canada goose uk black friday Lillian Vernon on the strategies her company employed in making a successful transition to a catalog and Internet retailer, as well as the future of the company she has built.What is your strategic positioning in the mail order and catalog canada goose canada goose outlet store industry?We are a multi channel retailer known to 39 million Americans. Because we been in business for 52 years, Lillian Vernon is considered a pioneer in the catalog industry and has http://www.canadagoosesalesus.com become a household name. What sets us apart from other catalogs is our trademark free personalization, a service I offered when I launched my company in 1951. We canada goose clearance are leveraging our strong brand to attract new customers through new initiatives such as licensing, advertising and e mail marketing.The company began in the 1950 How did your company cope with Canada Goose Parka the changing face of business of the 21st century? What changes did uk canada goose outlet you implement Canada Goose sale to keep the company at the forefront of your industry?We realized early on that the Internet would be a popular way to shop so we became one of the first catalogs in the country to introduce a Web site in 1995. Since then, we have invested in a state of the art site that features all of our 6,000 products. The Internet now comprises 24 percent of our business and we are continuing our efforts to shift more of our catalog business online with new marketing and advertising initiatives.What sets the company apart from the competition?What sets us apart from the 10,000 plus catalog titles that compete with us in the marketplace is the fact that canada goose uk outlet we are one of the most well known and well respected companies in the direct marketing industry and we have an established 52 year history. We created a niche by offering free personalization and there are very few retailers that offer this today.What will you need to be a major competitor in the mail order and catalog industry?We must continue to offer our customers unique and value priced products they can easily find in other catalogs or stores so they have an incentive to shop with us. We need to reach out to a new demographic and generation of catalog shoppers.You have built your business successfully in mail order and now on the Web. What strategies did your company adopt to ensure the smooth transition to the Web?While we were one of the first catalogs to have a presence on the Web we invested cautiously unlike many dot coms that failed. We wanted to be sure to avoid committing too much capital and staff before the Internet market had matured and proved itself. Our transition online was smoother than other retailers because we had the existing fulfillment infrastructure in place and the ability to provide good customer service.How did the Internet affect your mail order business? Do you see a shift from one to the other? Or are the two mediums buy canada goose jacket cheap complementary?The Internet changed our business in many ways. Because of the vastness of its reach, the Internet has helped us gain a new demographic of Lillian Vernon customers who are better educated, more affluent and younger. Shifting our business to the Internet has helped us save money because processing an order online is cheaper than the mail or phone. Our catalogs complement our Web site by advertising the site and helping to drive traffic to it.What changes did you undertake in canada goose uk shop the company to incorporate Canada Goose Jackets the e commerce strategy?Since the Internet is the fastest growing segment of our multi channel business we invested in new technology to create a buy canada goose jacket technologically enhanced and optimal shopping experience for our online customers. We feature all of the same products on the Internet as we do in our catalogs but we had to adjust our inventory projections to factor in online orders. We have a specially trained group of customer service representatives in our Call Center to handle the flow of online orders and e mails from customers.How do you differentiate selling on the Web and selling through mail order?Selling on the Web is a more targeted and efficient experience since search engines can help locate specific products by price, gender and age whereas catalog shopping cheap Canada Goose is great for browsing. Upselling and cross selling are easier transactions to make online and less tedious for the customer than having a representative of the company sell you over the phone.What are the key principles of Lillian Vernon Corporation? How do they differ from Lillian Vernon the woman?Our philosophy is customers live better for less and I live by these same principles. My home contains many Lillian Vernon products because I don believe in selling products uk canada goose that I don use or would not give as a gift.
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