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Spark tests bold new direction for its catalogues
Following its acquisition by Spark Etail in 2011, Spirit of Nature, an eco-friendly seller of nappies, clothing and household goods, has reintroduced a catalogue to the marketing mix. On hiatus since 2010, Spark Etail decided it was time to bring back a catalogue for Spirit of Nature, targeting a carefully selected segment of its database. Because the business was so new to Spark Etail, the company had no historical catalogue data to work with, explains head of buying and catalogue production Twanna Doherty. “We know the Spirit of Nature customer is a parent, usually the mother, buying products for baby. Nappies are a best seller, for example. We’re testing response to other products for mum such as fashion, as well as some homewares.”
At the same time, Spark Etail is also testing a new approach for another of its brands, Natural Collection. Having
previously mailed eight catalogue editions a year, Spark Etail scaled back catalogue activity for Natural Collection to a more sustainable two editions: spring/summer and autumn/ winter. Produced in-house and featuring some of the same products as Spirit of Nature, the new Natural Collection catalogue was mailed to a completely different segment of the database. The latest catalogue is a lot more “fashion-led” than its predecessors, says Doherty, commenting that the decision to go deeper into clothing ranges was a “gutsy” move. Committing to so much apparel takes Natural Collection outside of its comfort zone, which previously saw it include a lot more eco-friendly gadgets.
In total, approximately 100,000 catalogues were distributed to selections of the company’s total database of 450,000 names in March. The next move will be to analyse the results, upon which the company will carry out a strategic review. The review will look at how to further integrate all its businesses: EthicalSuperstore. com, Natural Collection, Spirit of Nature and the newly acquired Frank & Faith label. Among the considerations, says Doherty, are reactivation of lapsed customers and testing new customer acquisition techniques as well as whether to merge some of the brands. More acquisitions are also not out of the question.
BrandAlley, Achica announce expansion
The popularity of private-sales clubs continues to gather momentum in 2012. With consumers’ thirst for hot deals showing no signs of abating, flash-sales websites are seeing strong growth.
At private-sales club BrandAlley, for example, sales increased 60 percent to £28.9 million last year after it expanded its range to include spa deals and theatre tickets as well as apparel, accessories, beauty products and homewares. It acquired an additional 160,000 active customers during the year thanks to “constant innovation”, particularly with social media platforms, mobile commerce, and increasing its offering to consumers. To further extend its reach, the France- based online retailer is bringing its Outlet offering to a wider UK audience. In contrast to the flash-sales concept, the Outlet is a “permanent” online model. A spokeswoman explains, “BrandAlley sales usually last only a day or two—or until they have sold out—but with Outlet there is constant stock available all the time”. The move will not change BrandAlley’s main sales strategy, which will continue to focus on flash sales, but “it is an added extra that customers have asked for,” she adds. Having trialled it successfully in France, the Outlet was soft-launched in the
UK at the start of the year and results have been encouraging so far. A formal launch is expected soon.
Also spreading its wings is Achica, the two-year old private-sales club launched by Asos cofounder Quentin Griffiths. Announcing an impressive 650 percent rise in sales in 2011—reaching £14.7 million— Achica has bold plans to turn over £60 million by the end of the year. To achieve this, Achica is opening up overseas. It launched in France in February and Spain in March this year and expects to open in two new countries by the end of 2012. In more secret-sales news, April saw the launch of two new flash-sales websites targeting mothers. US-based Zulily officially launched in the UK on 4th April with Kristine Kirby, formerly ecommerce and multichannel marketing director of Monsoon Accessorize at its helm. Hot on its heels on 18th April was new entrant Casabu, a London-based outfit. Casabu partnered with
myfamilyclub.co.uk, a website specialising in money-saving ideas for families, to promote the launch.
The secret’s out: BrandAlley and Achica
www.catalog-biz.com | Catalogue e-business | Direct Commerce
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