Adam & Eve Rolls With Business Shift
HILLSBOROUGH, N.C., March 9 // PRNewswire // -- Adult industry powerhouse Adam & Eve is seeing a significant shift from offline to online sales. While it is pleased to announce its website, Adamandeve.com (http://www. adamandeve.com/news), set a new one week sales record in February, the traditional print side of the business is trending down.
The second week of February saw a 32% increase in sales on Adamandeve.com, bringing in over $1.4 million, and setting a weekly sales record for the site. On the flip side, the January mailings and other print activities had soft results.
"The sales record was achieved through multi-channel marketing for the site," says Adam & Eve Marketing Director Chad Davis. "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% increase in sales from e-mail 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% for the year in February!" continues Davis.
While online sales are strong, offline sales were less than previous years as the business continues to shift. "We are mailing fewer catalogs as buyers from the website do not respond very well to our catalogs. We have purposefully cut catalog circulation but we are doing more e-mail, changing our print ads to 'dot com' ads and using radio and TV advertising campaigns to push traffic to adamandeve.com," states Davis. "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."
SOURCE Adam & Eve