Gifts.com

As an upscale gifts Web marketer, Gifts.com casts a wide net. In November, the company increased its reach with a 1 million-piece mailing of its debut print catalog.

“About half of the addresses for the mailing came from the database of Reader’s Digest, which owns 80% of Gifts.com,” says Gifts.com president Ralph Pinto. The other 20% of names came from rented lists. Selection for the mailing was broad, reflecting the company’s aim to appeal to a wide range of gift buyers and gift-giving situations, he says.

Results from the November mailing have been satisfactory, “with an average order of $200 and a response rate of approximately 5%,” Pinto says. The average order may have been driven up by the fact that the most popular item was also one of the most expensive: a Panasonic video camera priced at more than $900. Other products range from a sushi-making kit for $39 to authentic gold Liberty coins for $999.

Pinto found that Web and catalog customers’ buying patterns differ. “People ended up buying more gifts for themselves from the catalog,” he says. “But it was also a Web driver. And when customers went to the Web, they tended to buy gifts for other people.” Gifts.com mailed 1 million copies of a Valentine’s Day catalog in January and plans to drop another 1 million catalogs in April. It also has a back-to-school mailing and three holiday mailings slated for 2001.

Partner Content

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.
Build the Foundation for Great Customer Experiences - NetSuite
Understand how consistent, timely, relevant and personalized experiences are enabled by having the right technology foundation in place.
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.