Case Study: E-commerce Blooms at Bloomingdale’s By Mail

In early 2002, Bloomingdale’s executives realized they needed to expand their e-commerce capabilities.

“At the time, the company’s site merely was a store marketing Web site,” explains Charlie Silver, vice president of marketing at Bloomingdale’s By Mail. The company initially set up a catalog quick-order function on its Web site. The only available online shopping option, this feature allowed customers to enter a SKU and a source code (retrieved from the print catalog) to purchase a product.