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Case study: Everton Football Club Company
 
Like the vast majority of football clubs, Everton sends a merchandising catalogue to customers in time for Christmas trading. Most clubs will send a catalogue of anything up to 100 pages at this time. In its offline form it is an expensive but effective piece to produce and post.
 

In considering e-brochures, Everton had several objectives:
• to increase distribution of catalogues globally
• to increase online sales during Christmas 2003
• to increase profitability
• to reduce postage and prodution costs
 
In addition, almost every football club is trying to achieve two things in order to increase profit:
• direct sales: more profit goes directly into the club which is reinvested in facilities and the squad.
• online sales: more profitable than offline.
 
Within seven days of starting, an e-catalogue was produced and launched. As with PCWB, this was an online version of existing printed material. Again, deep links for every product were programmed in so that customers could bypass considerable website navigation.
 

Promotion was very simple:

• prompt on website splash page for three days
• prompt on one weekly e-newsletter
• contained in online megastore
 
The e-catalogue had a major impact on Christmas orders, as detailed below. It was assumed that a major factor was customers being able to download the e-catalogue immediately, as opposed to e-mailing to request a printed catalogue and waiting for it to arrive. This meant several more days' shopping window for customers to order before the Christmas cutt-off date of 14 December 2003.
 
Results:
Note that the following results are based on a mixture of scientific analysis and assumptions based on knowledge of buyer behaviour.
• Paid for itself more then 60 times over.
• Just over 10,000 downloads in three days.
• Saved over £28,000 on print postage and calls.
• Thirty per cent conversion rate.
• Significant incremental spend was achieved.
• Higher order volumes were achieved pre-Christmas than would have been achieved using just a printed version.
 
 
:: case study
Everton football club.
e-catalogue:
Everton e-catalogue
view e-catalogue...
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