October 18, 2011, 1:17 PM
By Stefany Moore Senior Editor, Research
Cataloger and e-retailer of fresh fruit and baked goods Pittman & Davis has quadrupled the average ticket on its e-commerce site by making it easier for customers to reorder the gifts they sent in the past.
Up until this month, says internet marketing manager Daryl Logullo, the retailer has been including Gift Lists, or hard copy inserts of customers’ previous purchases, with its printed holiday catalog. That way, customers could check off gifts they wanted to send again, sign and return.
However, Pittman & Davis, a unit of Southern Fulfillment Services LLC, No. 588 in Internet Retailer’s Second 500 Guide, wanted to reduce mailing costs and provide additional ordering options for those customers who might not want to fill out a printed form, Logullo says.