Cover Story: Cross-Channel 
Retailers to 
Watch

Brooklyn Industries
Headquarters: Brooklyn, NY
Website: BrooklynIndustries.com
Number of employees: 146

Brooklyn Industries, a cross-channel retailer of men's and women's apparel and accessories, is a niche brand that primarily serves a 25-year-old to 35-year-old demographic in urban areas. The retailer has leveraged its innovative and creative staff to differentiate itself from its competitors — without losing focus on what its customers want and expect from the brand.

"We've worked hard to keep our clothing and bags unique, innovative and creative," says Lexy Funk, Brooklyn Industries co-founder and CEO. "This is our major point of differentiation and we speak to this in branding on our website, in stores and through social media. More specifically, we keep a close eye on the market and what customers want. Understanding the voice of the customer and responding quickly to this voice is vital."

What Brooklyn Industries has learned from its customers is that they want the brand to stand for more than just clothes. Becoming a part of the community and creating an emotional attachment with its customers is what Brooklyn Industries is trying to accomplish. That connection is exemplified in Brooklyn Industries' commitment to the environment, from its upcycled retail storefronts and displays to select clothing made with organic materials to its products being manufactured in environmentally friendly factories.

All of these factors have contributed to Brooklyn Industries' rapid growth, which has regularly seen year-over-year sales gains of 25 percent-plus. Online sales for 2011 are up 40 percent year-to-date over last year. So what does the retailer plan to do going forward to sustain that growth?

"We plan to focus on segmenting our customer lists more aggressively for email and print mailings; developing more customer loyalty-driving programs; and striving to capitalize on the rapid growth of social media and mobile," says Funk.

Tip: Always ensure that online to in-store marketing communications are consistent and integrated. Loyal customers shop across channels — they become distracted from purchasing when they notice inconsistencies, Funk says. — Joe Keenan

CableOrganizer.com
Location: Fort Lauderdale, Fla.
Website: CableOrganizer.com
Number of employees: 50
2009 revenue: $13.9 million
2010 revenue: $16 million

Frustrated by the unruly cables around their computers and home theater system, Valerie Holstein and her husband Paul invested $30 in February 2002 to register a web domain name. They began operating CableOrganizer.com from their garage that year. CableOrganizer.com's goal is to offer simple but effective products to help others organize the cord clutter in their homes and offices. Over the years, the company has expanded its product line to include electrical supplies, network products, home theater components, tools and testers. Today, the business has 38,000 square feet of warehouse space, more than 250,000 customers worldwide and sells 42,000 products.

To what does the company attribute its success? "There are plenty of things which we do well, but that's not enough," says Juan Ribero, vice presdient of marketing at CableOrganizer.com. "We're always on the lookout for areas that could use improvement, and putting positive changes into action. I think our ability to take a hard look at ourselves, assess our strengths and weaknesses, and adapt accordingly have been key to the company's success."

In terms of marketing programs for the remainder of the year, CableOrganizer.com will be investing in more pay-per-click advertising and and site personalization, as well as improving its site search, site speed and product videos, according to Ribero.

Tip: Make customers' experiences with your business "match." Create a feeling of continuity whether they're visiting your website, shopping in your store, speaking by phone with a customer service rep or browsing your catalog. — Melissa Campanelli