Then: The Jazz Store debuted in October 1996 as a 40-page catalog, selling hard-to-find jazz videos, posters, CD sets, and books. Prices ranged from $10.95 to $93.50. Cofounders Marsha and Steve Brecker launched the catalog, and three months later, a companion Website, from their Montclair, NJ home to target jazz lovers and collectors. The business was profiled in our September 1997 issue.

Since then: In 2003 the Breckers sold the Jazz Store to classical-music membership club Musical Heritage Society, a division of the Oakhurst, NJ-based direct marketing services provider Heritage Direct. “After the sale, we started using promotions and premiums on items we had in surplus,” says Heritage Direct marketing director Jeff Mahajan. Heritage Direct also increased annual circulation from 50,000 to 600,000 and added to the product line collectibles such as statues, paintings, and lithographs going for as much as $1,200.

Now: The 32-page print catalog and the contact center remain the primary source of sales, says Mahajan, with online sales accounting for only about 20% of total revenue. Musical Heritage Society launched the Jazz Heritage Society music club as a companion to both the Jazz Store and its original membership club.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
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.