Cross Channel Merchant of the Year

[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

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.