Challenge:

Grow revenue for a specialty apparel catalog company through retail channel expansion and supporting infrastructure.

Solution:

Develop an infrastructure to expand from a direct-to-consumer business model to a multi-channel business model including catalog, web, and brick and mortar stores.

Working with the executive team, we developed the positioning strategy for the retail stores to ensure alignment with the positioning of the catalog business. In addition, we assessed the existing infrastructure and designed multi-channel business processes and systems infrastructure to support the addition of retail stores.

Also assisted with the evaluation and selection of store systems ensuring that a single consumer database could be maintained.

Measurable Results:

Two retail stores opened in fall of 2003, with roll out of five additional stores in 2004 and 2005. Revenue targets were achieved due to the ability to target market to consumers that purchase in multiple channels.