Direct Marketer of the Year Grolier's Dante Cirilli (3,801 wor
Grolier Direct Marketing already has established operations in the United Kingdom and Canada. "It took seven years for us to establish a foothold in the U.K.," Cirilli says. "Now that business has increased almost tenfold."
Grolier has made tremendous progress in international markets such as the United Kingdom by introducing American direct marketing concepts such as sweepstakes, three-for-one offers and telemarketing, Cirilli explains. "We take our packages, do a knock off version especially for the international market we're mailing to and mail from there."
More Growth Ahead
While Cirilli has seen Grolier go through much change and growth in his four decades there, he says there's still more opportunity to tap in the children's market. In Cirilli words:
What's happened is that we settled down in the book business, and we focused in on the young children's market. And even though I've been head of this division for 10 years, we've only begun to tap our potential in terms of expanding our product lines' reach into more age brackets.
To grow its Web business, for instance, the company is currently investigating the feasibility of taking the credit-screening system it has for direct mail orders to the Web. Cirilli explains, "We have our own database analysis group so we can review the back end. Now we're working on a new accounts receivable system that will be able to tie-in to the Internet so that we can create the same kind of a seamless buying experience online."