lucy.com to launch an offline catalog to extend its brand reach

In "Marketing tactics for pure-play eRetailers" we recommend pure-play eRetailers should consider catalog marketing as a viable method to extend market share and increase profitability.

lucy.com, the pure-play women's sportswear pure-play eRetailer, will be launching its own catalog program in mid-September. This follows a major revision of lucy.com's site design and features.

Although the new site is fast and user-friendly, the lucy.com team realizes not all active women are sprinting to the Internet to shop online. The company expects to be able to connect with more of its target market through its new offline catalog. The catalog will feature hip new athletic wear for women, arranged by sport and body type, just like the website.

"Since day one, we've known we were different than other e-tailers. The launch of our catalog business is a prime example of this,'' said Sue Levin, CEO of lucy.com. "In fact, we refer to ourselves as 'lucy not com'."

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