The company reports that the second week of February saw a 32 percent increase in sales on the company's AdamEve.com website, bringing in more than $1.4 million and setting a weekly sales record for the site. January mailings of hard-copy catalogs and other print activities had soft results.
"The sales record was achieved through multichannel marketing for the site," Adam & Eve Marketing Director Chad Davis said. "We achieved the sales record through email, paid search, radio and television advertising — coupled with the seasonality of Valentine's Day.
"We saw an 83 percent increase in sales from email to our customer base in February. At the same time, we significantly increased our radio and television portion of the marketing mix and it paid off. We hit record sales from radio advertising for three weeks in a row. Revenue from radio was up an incredible 84 percent for the year in February."
Offline sales were lower than previous years as the business continues to shift to the Internet.
"We are mailing fewer catalogs, as buyers from the website do not respond very well to our catalogs," Davis said. "We have purposefully cut catalog circulation but we are doing more email, changing our print ads to 'dot com' ads and using radio and TV advertising campaigns to push traffic to AdamEve.com.
"The change in the business is not unexpected and is a trend for many companies and catalogers. We are fortunate enough to be able to roll with the changes and have non-print media that is very effective at driving sales to our site."
Adam & Eve has been operating as a mail-order business since 1970.
