Cross Channel Merchant of the Year

Sep 01, 2009 9:30 PM  By

[Also won — SILVER: Print Channel | GIFTS | The Orvis Co., Ultimate Gift Guide, Holiday 2008; SILVER: Print Channel | SPORTING GOODS | The Orvis Co., Fly Fishing, Spring and Summer 2008; SILVER: Web Channel | GIFTS | www.orvis.com; SILVER: Web Channel | SPORTING GOODS | www.orvis.com ]

What makes a crosss-channel winner? Versatility and excellence are two words that spring to mind when you talk about The Orvis Co. Whether it be outdoor gear, sporting goods or apparel, in a print catalog or online, Orvis shows why it is a trusted and well-respected brand. The company secured a pair of Silver Awards in the sporting goods and gifts categories in both the print catalog and Website channels.

WHY IT WON CROSS CHANNEL MERCHANT OF THE YEAR: Consistent, classy, stylish and comfortable are words one judge used to describe Orvis’s merchandising.

Overall creative, including great photography, also thrilled the judging panel. “The spreads are well laid out — with eye appeal and density,” said one judge. And copy is “alive and alert, not tired,” a panelist noted.

Orvis stays true to its brand, no matter what the channel, a panelist noted. “Their catalog, stores and site all give the same message through imagery and merchandise.”

Catalogers often have a difficult time creating an online channel that matches their print piece, but one panelist noted that Orvis has “done a great job of doing just that” through a well-branded site that brings home the same experience as in print.

IDEA TO STEAL: Use customer testimonials to sell. “The use of testimonials, callouts, captions — all are exceptional,” said one judge. “Each item name tells you something more than the basics, and highlighted testimonials help sell the distinct benefits.” — Jim Tierney

THE ORVIS CO.

PRINT

Director: John Rogers

Designers: Danine Warren, Rick Russo, Roger Edholm

Creative director: Bill Eyre

Marketing directors: Jon Mori, Darcy Lindamood

Print/production director: Meg Kearton

Merchandisers: Pam Kerr, Jim Lepage, Kathy Gauthier

Copywriters: Kimberly Bellamy, Tim Bronson, Lucinda Heuschkel

Photographers/illustrators: Macomber, Quad Graphics, Jeff Heimbach

Printer/color separator/prepress provider: Quad Graphics

WEBSITE

Creative director: Bill Eyre

Vice president of global e-commerce: Brad Wolansky

Webmaster: Chris Woodard

Website designer: John Stalcup

Search engine marketing: Karin Shortt

Merchandise: Dawn Fisher

Copywriters: Kimberly Bellamy, Tim Bronson, Lucinda Heuschkel

Photographer/illustrator: Jeff Heimbach