21st ANNUAL MULTICHANNEL MERCHANT AWARDS

B-to-B Multichannel Merchant of the Year

GOLD WINNER: BUSINESS SPECIALTY PRODUCTS | Print Channel Galls, Summer 05V

GOLD WINNER: BUSINESS SPECIALTY PRODUCTS | Web Channel Galls.com

Galls

Galls is “The Authority in Public Safety Equipment and Apparel” according to the tagline on its catalog cover. It is also an authority on print and Web catalog marketing, as it is the Business-to-Business Multichannel Merchant of the Year. Selling such items as uniforms, badges, tools, medical supplies, flashlights, and emergency equipment, Galls took Gold Awards in the Business Specialty Products category for both the print and Web channels.

Why it won B-to-B Multichannel Merchant of the Year

For starters, Galls “presents the most comprehensive selection of any company in this category,” said one judge. Right from the print catalog's cover, noted another panelist, the marketer makes “excellent use of private- label brands and reinforces the Galls position in the marketplace.” The large, detailed image of a Galls duty boot on the front cover “makes you want to open up the catalog,” said a judge. “The cover also piques interest with promotions that are tastefully advertised at the bottom.”

On the Web, Galls' home page “sets expectations by clearly indicating that it's a retailer and exposing the type of products being sold,” said one judge. Added another panelist: “Here is a b-to-b site that offers specials, testimonials, great merchandising, and a compelling home page.” Thanks to touches such as humorous true-life stories submitted by law enforcement officials, the site “makes b-to-b look as fun and easy as a consumer site,” a judge said. And the usability is “excellent,” according to another member of the panel. “The search function breaks results out by products that match as well as by categories, including the number of items in each category.”

Galls also drew rave reviews for its copy in both channels. In the catalog, “the copy for these products is interesting but also easy to read,” said one judge. “This is important, as it is such a big book to get through.” A panelist on the Web side was even more enthusiastic: “One of the best sites I've seen in terms of item-specific copy. Very detailed descriptions, very technical data presented in easy-to-read bullets — no pun intended.” Given the serious nature of its business, the judge added, “this site successfully creates a high level of credibility.”

On the print creative end, Galls boasts “great photography and prepress quality,” said one judge, “which is unusual for this category of catalogs.” Rotogravure printing “is a good choice for this type of catalog on this paper stock,” the judge said. What's more, the book has “excellent design, plus good use of color and range of fonts.” Another judge added that the catalog's backgrounds and product in-use photos are “wonderful.”

Idea to steal

Galls presents “tons of extra information in the form of online learning,” said one member of the panel. For example, the Website has “all you ever wanted to know about bulletproof vests in a series of articles written with considerable authority” in its Galls University section, the judge said. “Courses” offered include Fabrics 101 and Automated External Defibrillators, with an eye to providing site visitors with the information they need to select the right product — while solidifying Galls' position as “the authority.” — Melissa Dowling

GALLS: Print Catalog

Merchandisers: Benny Belcher, Linda Carter, Mary Ciarlette, David Frye, Wendy Holland, Shawn Lancaster, Ann Kuchar, Jenny Noplis, Neil Orbach, Jane Owen, Wendy Pettit, Aden Randles, David Robbins, Jennifer Robbins, Navapol Tarakam, Laura Thomas, Ann Yarbrough
Marketing: Andrea Clinch, Monique Meeker
Copywriters: J.W. Abraham, Barbara Elliott, Chad Kinzel, Adarrell Owsley, Allison Perry
Designers: Lane Boldman, Min Young Bowling, A.J. Davidz, Mark Dorsey, Mark McCain, Tom Randols
Imaging: Linda Slone, Cameron Wood
Printer: R.R. Donnelley
Inserts: Three Z
Order form: Quebecor World

GALLS: Website

Managers: Steve Lockridge, Greta Leach, Andrea Clinch
Marketing: Fernando Garces, Sam Guy
Creative: Justin Coburn, Evette Loiselle
Web development: Yuqiong Fan
Imaging: Linda Slone, Cameron Wood