Says Phillips, “Our goal is to be able to respond more quickly, to react to our marketing landscape. Where are our prospects? When do they hear our messages? When should we mail? When are buyers lost to us? When do they have less of a reason to buy from us? All of that information will help us to shape our marketing campaigns. That’s our challenge as marketers.”
Although Harbor Sweets is
cautious with its prospecting efforts, the customers it has hooked are buying more and in more channels. In this way, LeBlanc and her team hope to keep growing corporate revenues by double digits for many years to come.
About Harbor Sweets
Products sold: chocolate candy
Channels: catalog, Web, e-mail campaigns, retail, wholesale
Headquarters: Salem, Mass.
# of employees during peak Q4:130
Primary customer demographics: female, age 40 and older, affluent
# of SKUs: about 150
List manager: D-J Associates
Cooperative database memberships: Abacus and NextAction
Annual sales growth: 10 percent in recent years
2006 average order value: $88 (up from $83 in 2004)
Donna Loyle is the former chief editor of Catalog Success magazine. You can reach her at email@example.com.