Macy's by Mail rolls out 1st catalog

Article Abstract:

Macy's by Mail Inc. recently launched a 120-page catalog in New York that showcased the famous star logo on its cover with the headline, "The New Shining Star." Two million catalogs were reportedly distributed during the first phase of a plan calling for 10 million pieces so as to reach one out of ten households in the US by the end of 1998. Target audience for the first drop were a combination of catalog shoppers and non-catalog shoppers. The names were gathered from Macy's parent company Federated Department Stores' database of 58 million credit-card account holders in 30 million households. The cataloger has inserted survey cards in the books and in orders to gauge customer response.

Mail Order Houses, Electronic Shopping and Mail-Order Houses, Advertising Activity, Campaign Launched, Print Media, Direct Marketing, Mail order business, Article, Macy's by Mail Inc.

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Web site's additions a smart move

Article Abstract:

SmarterKids.com or Needham, MA, is expected to reap the rewards of improvements to its Web site in the 1999 Christmas shopping season. The online toy retailer has added such features as electronic-mail management, a live chat button on its checkout page, shop-with-a-friend and a call-me- now button. SmarterKids' latest marketing move has been recognized by the Nielsen/NetRatings report, which identified the retailer as one of the firms that has been drawing customers from the top firms in the sector.

Nonstore Retailers, SmarterKids.com Inc.

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