21st ANNUAL MULTICHANNEL MERCHANT AWARDS

B-to-C Multichannel Merchant of the Year

GOLD WINNER: Food | Print Channel Harry and David, Cool Fruit 2005
GOLD WINNER: Food | Web Channel HarryandDavid.com
GOLD WINNER: Gifts | Print Channel Harry and David, Holiday Preview 2005
GOLD WINNER: Gifts | Print Channel Harry and David, Holiday Book of Gifts 2005
SILVER WINNER: Food | Print Channel Harry and David, Gifting & Entertaining 2005

When you look at a Harry and David catalog or the company's Website, it's nearly impossible not to be drawn to the products for sale. The venerable gourmet food gifts merchant attracts customers with its vivid photographs, in which the items — luscious cherries, juicy pears, succulent pastries — appear real enough to smell, touch, and taste. Marveled one judge: “they find a way to sell you something no matter what kind of excuse you have for not ordering. You can't refuse them.”

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

Whether selling from a catalog or a Website, Harry and David remains peerless. Although it's best known for its fruit, the company's merchandise line includes vegetables, baked goods, plants, meats, and seafood from all over the country. Harry and David's catalog pagination and pacing are “excellent,” a judge said, and “beautiful full-page photos stop the readers in their tracks to gaze at the delicious creations.”

All of these items are not only exquisitely photographed but expertly described as well. Here's a sample copy block from the Website, for Harry's Original Cheesecake: “Indulge yourself and your friends with our original New York-style recipe, baked here in our kitchen, with only the freshest, creamiest ingredients — plenty of sweet cream cheese and eggs. The perfect union of sophisticated flavor and farm-fresh goodness.” Declared one panelist, “I found the copy to be the perfect complement to the mouth-watering photos.”

Another perfect complement: the stellar service. Referring to the Website's home page, one of the judges noted: “All kinds of special gift services, continuity services, last-minute offers, and quick shipping from stores shows they are an integrated, full-service merchant that really knows their customer.”

The Website even offers a special section titled Last Minute Gifts, items ranging in price from $49.95 to $99.95, for which express delivery is available for the cost of regular shipping. Another site feature, Same Day Delivery, allows shoppers to enter a recipient's zip code to see if same-day delivery of a gift basket from one of the Harry and David stores is available in that locale.

To top it off, Harry and David provides what it declares to be the “Strongest Guarantee in the Business: You and those who receive your gifts must be delighted, or we'll make it right with either an appropriate replacement or a refund.” That's a promise certain to sway the most hesitant first-time buyers.

Judges couldn't toss around enough accolades about Harry and David. “They bake their own concoctions. They grow their own pears. They make their own chocolate,” enthused a panelist. “The catalog, the Website, and the brand as a whole convey the idea that anyone can be a terrific host and impress their guests.”

Idea to steal

Some people know Harry and David as the Fruit-of-the-Month Club folks. The company has grown beyond the original club selections to offer such variations as the Light Size Club and the Deluxe Blooms for All Seasons Club. The variety of these programs distinguish Harry and David from the competition. What's more, they enable the merchant to stay in continual contact with gift recipients — and with each successful contact the company is more likely to turn a gift recipient into a future gift-giver.
“More marketers should try continuity products,” suggested one of the judges, “as they sure must be successful for Harry and David.” — Jim Tierney

PRINT CATALOG

Director: Estin B. Kiger
Designers: Kelly Barton, Jim Samuel, David Holman, Mark Edinger, Alberta Fujihara
Creative directors: Cheryl Lewin, Michelle Javanovic
Marketing director: Mike Zodrow
Print/production directors: Neal Schuler, Jack Kobinsky, Lisa Chang
Merchandiser: Denise Tedaldi
Copywriter: Marcus G. Smith
Photography: Ron Anderson, Eric Groetzinger, Jim Bowie, Iridio, Noel Barnhurst
Printers: R.R. Donnelley, Lancaster
Color separator: Schawk
List manager/broker: American List Counsel

WEBSITE

Creative director: Estin B. Kiger
Marketing director: Anne Ashbey
Webmaster: Sue Eagan
Website designer: Ken Nash
Merchandiser: Denise Tedaldi
Copywriter: Marcus G. Smith
Photography: Ron Anderson, Eric Groetzinger, Jim Bowie, Iridio, Noel Barnhurst
Operations director: Stacy Shelley