22nd ANNUAL MULTICHANNEL MERCHANT AWARDS

Gifts

GOLD: PRINT CHANNEL

L.L. Bean | Christmas Favorites 2006
You can count on L.L. Bean for many things — outstanding product quality, commitment to service, and massive merchandise assortment to name a few. The merchant's Christmas Favorites catalog conveys its quality with a fleece swatch poking through the cover. Soft, fuzzy, and irresistible to touch, the fabric makes the catalog stand out from the rest during the holiday mailing rush and, in part, secured Bean a Gold Award.

Why it won a Gold Award
“These covers do everything they are supposed to do, especially to make the product appealing,” said one judge. Inside, Bean proves it knows how to pace a catalog with “exceptional spreads” and “good, easy-to-follow layouts.”

Part of that is accomplished through color-coded category sections that guide shoppers to a desired section, and part of it is through the presentation of product options, such as color, pattern, and personalization. Take, for example, a spread of men's wool sweaters. It shows every color the product is available in and stretches across the top of two pages, while three other styles offered, a model picture, and body copy tell the rest of the product story.

The merchandise doesn't stray too far from the company's roots, and the catalog uses a straightforward tone for its copy that is “clearly the voice of L.L. Bean,” said a panelist. Conversational yet informative, copy “is an almost perfect blend of description and benefits,” explained another judge.

For example, here's the description for Bean's Wicked Good Slippers: “Here in Maine, ‘wicked good' is as good as you can get. When you slip into these soft shearling slippers you'll understand exactly how they earned their name. Unlike similar-looking imitations, our slippers are made from superior sheepskin. Known as one of nature's best insulators, shearling draws away moisture so your feet stay warmer on chilly winter mornings …”

Judges raved about L.L. Bean's “impressive” range of products and helpful snippets about products and how they work and fit. An informational box in the women's clothing section, for example, details how to choose the right jean fit. “This gives the buyer confidence,” a panelist said.

Idea to steal
Organization and consistency make catalogs easier to shop with. Bean understands who its customers are and what they're looking to purchase. The merchant gives customers a hand in shopping by providing a table of contents at the front of the book to guide them to seven product categories marked by color-coded navigational tabs in the top corner of each right-hand page.

And once customers have found what they're looking for, Bean employs graphic “gift tags” to draw attention to its affordably priced items.
— Heather Retzlaff

Senior vice president, creative: Don Oakes
Designer: Erica Eysenbach
Creative director: Marcia Minter
Marketing director: Nancy Dynan Fischman
Print/production director: Jason Kendeigh
Merchandiser: Amy Streenstra
Copywriter: Leslie Gomes
Editorial manager: Jenna Klein Jonsson
Printer: Quebecor World
Cover paper: 70 lb., Verson Influence, #3 freesheet
Text paper: 38 lb., Verso Advocate, #5 groundwood
Trim size: 8" × 10"
Number of pages: 160

SILVER: PRINT CHANNEL

Harry & David | Easy Gifting & Entertaining 2006
Santa shops here!” yells a line on Harry & David's front cover. What more do you need to know when shopping for holiday gifts? This food and gifts cataloger makes shopping for presents easy with not one, but three monthly gift club options, including its ever-popular Fruit of the Month Club, Blooms for All Seasons Club, and Favorites Club.

Why it won a Silver Award
Yummy-looking hand-decorated “Cupcakes for Connoisseurs” grace the cover of Harry & David's Easy Gifting & Entertaining 2006 catalog. The panelists agreed the cover photo looks “good enough to eat” and set a festive tone for the book.

Inside, judges called the breadth of products “impressive” and noted merchandising hits such as a set of four snowman spreaders. “I like the emphasis on new products and the attempt to market new products like the Waterford crystal and the Christmas throw,” said a panelist. “These unexpected items from an established brand give shoppers the sense that they might, indeed, discover just the right gift.”

Harry & David hits the mark with its “solid, energetic copywriting with the infrequent witty subhead,” remarked one panelist. Note the text for the Christmas Trio of Treats” “Treat them thrice-at a smile-making price.” Compelling descriptions make your mouth water, while crystal sharp images of its succulent fruit, chocolates, flowers, and gifts tempt your eyes.

The panel agreed that the photography, overall presentation, and flow invite browsers to study the delicious-looking offerings. Reflecting its promise “to make your gift-giving easier and more enjoyable than eve — and to delight your recipients more than ever, too,” Harry & David offers special packaging, greeting cards, and gift cards.

Why it didn't win a Gold Award
Some panelists felt that the catalog feels crowded. “The problem with this catalog is lack of space,” said a judge. “There is no white space. Is it reasonable to try to sell these monthly clubs using this method in this amount of space?” It might be wise to more frequently direct the reader to the Website for more products and services, “relieving the density of the catalog,” said a panelist.— HR

Director: Estin B. Kiger
Designer: M. Jovanovic, A. Fujihara, M. Edinger
Creative director: Cheryl Lewin
Marketing director: Bill Michel
Print/production director: Lisa Chang
Merchandiser: Denise Tedaldi
Copywriter: Marcus G. Smith
Photographer/illustrator: Ron Anderson, Eric Groetzinger, IRIDIO
Printer: R.R. Donnelley
Color separator/prepress: Schawk
List manager/broker: American List Counsel
Cover paper: 60 lb., Stora Orion recycled
Text paper: 40 lb., Stora Nova Press opaque recycled
Trim size: 7-5/8" × 10-1/2"
Number of pages: 48

SILVER: PRINT CHANNEL

L.L. Bean | Guide to Christmas Gifts 2006
If you need a gift for the holidays, L.L. Bean's Guide to Christmas Gifts 2006 can help. The front cover promotes several gift options from balsam wreaths to turtlenecks, slippers and flashlights; it also advertises “200 gifts under $30.” The products are shown with page numbers “to get the reader to open the catalog,” said one judge. Both the front and back cover feel “functional and practical, and in that way, support the L.L. Bean brand,” noted another panelist.

Why it won a Silver Award
The range of products is “tremendous,” exclaimed one judge, who noted that the merchandise line covers clothing, toys, plants, “and of course, something for the family pet!” The book directs readers to pages where merchandise in photos can be found, if the items are not on that page, the judge said. “This steerage is good. The merchandise itself hits the mark for the brand and the customer.”

L.L. Bean also hits a high note with its creative. “There are some truly gorgeous spreads!” said one panelist. In particular, another judge noted, “Clothing is presented very well in layouts that never bore.” And the high-quality photography really shows the texture of fabrics, the judge said, while the color tabs for product categories that appear on the top of the right-hand pages aid in navigation. “The book has a good flow, it's very easy to shop with.”

The book also makes great use of callouts, a judge said, citing one for jackets that said: “Versatile Tuckerman's Jackets — 3 Jackets in 1 for a Full Day on the Slopes.” Overall, copy is “outstanding,” according to one judge. The product copy combines the information you need to know (composed of “removable Berber fleece-topped cushions”) with an appeal to the sense of love and kindness you feel toward your pets (“cradles your smaller pet in luxurious softness and provides comfortable support”), the panelist said.

“This copy doesn't sparkle or wax eloquent like so many other gift books, but it is perfect in its fit for a brand that is based on no-nonsense, good value practicality.”

The voice, merchandise, layout, and design “are all combined to represent the brand position of quality, reliability, and service you expect from L.L. Bean, summed up a panlelist. “All elements are very true to their school.”

Another member of the panel added that L.L. Bean is “the paragon of customer service, and this book does a good job of presenting the specifics of this standard. It's just a great example of how all elements work together to ‘be' the brand.”

Why it didn't win a Gold Award
Some minor points kept this L.L. Bean edition from claiming the Gold. For instance, throughout the catalog customers may have trouble reading the white type against dark-colored product, or when photos provide background for the copy, pointed out one judge. And sometimes, “there are just too many shots of the same product in different colors and sizes,” the panelist said, “which makes these pages very hard to use.”— MD

Senior vice president, creative: Don Oakes
Designer: Erica Eysenbach
Creative director: Marcia Minter
Marketing director: Nancy Dynan Fischman
Print/production director: Jason Kendeigh
Merchandiser: Amy Steenstra
Copywriter: Leslie Gomes
Printer: Quebecor World
Cover paper: 70 lb., Verson Influence, #3 freesheet
Text paper: 38 lb., Verso Advocate, #5 groundwood
Trim size: 7-7/8" × 8-15/16"
Number of pages: 192

GOLD: WEB CHANNEL
also SILVER: Consumer Apparel and Sporting Goods

L.L. Bean | www.llbean.com
When it comes to merchandising its home page, L.L. Bean takes a “more is more” approach. This could be a disaster for many Websites, but with the gifts, outdoor gear, and home goods merchant, “good page organization allows the site to resist crossing the line to clutter, and instead conveys that there's a lot of intersecting stuff going on here,” said one judge.

Why it won a Gold Award
“What can you say — this is L.L. Bean,” proclaimed a panelist. “As always, an excellent home page, allowing for ease of use for the Website. Design is clean, with a large amount of versatility.” Bean also does “a nice job with making lots of stuff clickable” on the home page, such as the guarantee and the phone number.”

As Web copy goes, “this is very good to excellent,” said one judge. “Clear, bulleted lists prevail, and all copy is benefit-oriented.” Here's the copy for Bean's Casco Bay Windbreaker when you click on the “details” link: “Everyone should own a Casco Bay Windbreaker. It's lightweight, great for everyday casual wear and has a great low price. Packs into its own pocket to go easily wherever your weekend plans take you. Our exclusive, lightweight mini-ripstop nylon is tightly woven for wind resistance, while a DWR finish adds water resistance …”

It also helps that product displays are “clean and easy to manage, with sidebars interfacing directly with the shopping cart system,” said another panelist. Upselling is handled well on the page and throughout the shopping cart system, the judge said.

The site uses “a variety of tactics to drive the online order experience,” said a judge. “Applications that allow the customer to vary colors, sizes, etc., allow the customer to visualize the exact product they will receive.”

The search function is clean, “with a large amount of images to help in product selection,” said one judge. Indeed, L.L. Bean's site “ranks as one of the best I've ever seen with regard to usability and informative product displays,” said a panelist. “The search function works well, and I was not able to fool it with anything I searched on. Well done!”

Idea to steal
Judges liked the confirming “cartlet” that appears after a user clicks “Add to shopping bag.” Noted one panelist: “The site's approach to ‘add to cart' confirmation is helpful, unambiguous, and helps the user maintain shopping momentum.”— MD

Creative director: Sara Holihan
Vice president marketing: Mary Lou Kelly
Webmaster: Brian Lemieux
Website designer: Christa Matukaitis
Merchandiser: Ann Stevens
Copywriter: Mark Ferguson
Others: John Kirby, Michele Parzianello