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You probably don't associate OPI with stiletto heels and Prada handbags. But we've changed with the times. |
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So has Joseph, the well-known Memphis-based retailer of upscale designer women's wear, just this month proclaimed "One of America's Best Specialty Stores" by Harper's Bazaar magazine. |
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Like many other merchants in their field, Joseph's managers understand that the Web has changed retailing. And one of the ways they've stayed at the top for the last sixty years is by responding to change. |
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"We're implementing the site in phases," says company VP Barrie Wurzburg. "That was our inclination and OPI totally supported it. We introduced phase one last year to coincide with the expansion of our Memphis store, and used the site and our email campaigns to promote our regular special events. Phase two is going to full e-commerce. We're very confident that our customer will buy online." |
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E-commerce sales amount to an average of about five percent of total volume among retailers in the high fashion market, but certain categories, such as handbags, jewelry and shoes perform significantly better. However, the real benefit is margin. It doesn't cost as much to sell on the Web as it does in the store. |
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"The margin on Web sales is better than on in-store sales for a lot of reasons. And the e-commerce business has already overtaken the traditional catalogue business in terms of volume for the most successful chains in this market," says Steve Cantor of OPI. "You drive Web sales with e-mail campaigns that cost a fraction of what it costs to print and mail slick catalogues. The email broadcast systems we've developed for Joseph and our other clients can blast 100,000 emails twice a week for what amounts to a few bucks by comparison to a catalogue once a month." |
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The Joseph
e-commerce site has launched in time for the Fall season, with
shoes, jewelry and handbags. Apparel may be added down the road. OPI
will also handle the merchandise photo-graphy that will have to be
conducted intermittently throughout the year. |
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"Step by step," says Steve Cantor. "The same way we do everything else. You never ask the client to jump in with both feet. You learn as you go and no two implementations are ever the same. Otherwise it wouldn't as much fun." |
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