Brick & Mortar Retailer: Lansky Brothers
As a buyer Julie Lansky of Lansky Brothers is always
looking for fresh merchandise for her store. She also saw the need to
push the envelope for marketing as well. With the commitment to a
younger customer in the Lansky 126 shop, she saw email marketing
as the communication vehicle. Lansky 126 customers tend to move
more often. Traditional methods such as postcards were becoming
less effective. Postcards might get forwarded to new addresses
and by the time the postcard reaches a customer, the message may
no longer be valid.
Email marketing is the major focus of
Lansky’s advertising. "Unlike radio, television, newspaper and other
forms of marketing that has a shotgun approach and we aren't sure who
is exactly getting it – email is directed to our customers who want
to get it when we want them to, at a fraction of the cost".
"In today's market your customer is a lot smarter
than they used to be – they know about the product. The consumer
is always on the internet researching so you might as well have
your name out their too. Email triggers you to keep your store
brand out there along with the products you carry in the store".
Lansky's has successfully used email campaigns
to brand and promote their four unique Memphis locations:
Lansky126, Lucky Duck, Clothier to the King,
and Lansky at the Peabody. In addition to increased traffic
to their online shopping carts traffic has increased to their
brick and mortar locations as well.
See emails for Lansky Brothers.
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