22nd ANNUAL MULTICHANNEL MERCHANT AWARDS

B-to-C Multichannel Merchant of the Year

and Website of the Year

GOLD WINNER: COMPUTER, HIGH-TECH EQUIPMENT, AND SOFTWARE | Web Channel Crutchfield.com

SILVER WINNER: COMPUTER, HIGH-TECH EQUIPMENT, AND SOFTWARE | Print Channel Crutchfield Corp., Fall 2006

Crutchfield Corp.
By sweeping the catalog and Web awards in the Computer, High-Tech Equipment, and Software category, Crutchfield Corp. shows it must be doing something right. It takes all the direct marketing elements that consistently make it one of the top catalogers and translates the experience online. Judges say both channels contain all the right elements to instill authority and build customer confidence in buying electronics by mail or via the Web.

“The catalog presents a comprehensive selection of product with great copy,” a judge said. “It devotes significant space to educating the customer regarding product to help them make correct choices and further helps the customer by emphasizing availability of customer technical support.”

And that carries on to the Website as well. Judges noted that while Crutchfield.com has an “enormous” amount of information, the tabbed product pages make it easy to navigate.

“The ‘best sellers' and ‘links to selection' tools, in addition to opportunities to narrow the search by traditional means, make the site simple to use,” a panelist said.

Why it won a Gold Award
On its Website, the “Hands On Research” tab for every product not only makes it clear that Crutchfield knows its stuff, it also helps assure and excite the customer. The site has “the best editorial sidebars I have seen on any site,” a judge said. “It has the perfect balance of commerce and support content.”

For example, the Hands On Research for the Canon ZR850 Mini DV digital camcorder not only provides the product specs, but includes just about everything you'd want to know about its performance. That means detailed specs like the capacity of memory cards, battery recording time, and what the software that comes with the camcorder allows the owner to do.

On the print side, judges raved about Crutchfield's marketing stance, which is not just to sell, but to support the technophobes through its expertise. Ample space and copy are devoted to educating the customer about products and helping them make the correct choice. “They provide great customer support in an industry that needs it desperately,” a judge said. “This theme is well promoted throughout the book with great copy and shopping guides.”

The catalog is distinguished from the rest of the books in the category because “it presents a comprehensive selection of product with great copy,” a judge said. “They will help you get the right product and make sure that it works when you get it home.”

A panelist also praised the back cover not just for calling out product categories and savings, but for its “Why shop Crutchfield” section. It not only tells the reader about its customer support, shopping guides, and comparison charts, but includes a call to action to draw the reader online.

Idea to steal
Educating the customer is necessary to build authority and sell the product. The introduction of employee experts gives buyers a sense of comfort and reassures them that they will get the information needed presale — and the support afterwards.— Tim Parry

PRINT CATALOG
Director: John Haydock
Art director: Amy Lenert
Marketing director: Zach Zimet
Print/production director: Tim Hensen
Merchandisers: Dave Weisman, Carl Mathews
Copywriters: Mike Colley, Mike Sokolowski, Matt Freeman, Barry Montgomery
Photographer/illustrator: J. Stoll
Printer: Quad/Graphics
Cover paper: 60 lb., Stora Orion #3
Text paper: 30 lb., Verso Advocate #5, 30 lb., Consopress #5
Trim size: 8" × 10-1/4"
Number of pages: 196, plus a 12-page insert

WEBSITE
Creative director: Archie Miller
Site director: Andy Stevenson
Website designers: Josh Thomas, Russ Bombardieri, Steven Schiva
Merchandisers: Dave Weisman, Carl Mathews
Copywriters: Jim Ralston, Charlie Pastorfield, Mike Colley, Mike Sokolowski
Marketing (lead generation): Garrett Mathews