Inspire Customers to Think Multichannel

To encourage channel migration, emphasize Web site features that enhance customers’ online shopping experience via e-mail. Bellacor, the lighting and home furnishings company, has an elegant e-mail design that closely parallels the site. In its e-mail header, Bellacor lists all of its product areas, features its toll-free number and includes a “search box.” The company doesn’t stop there, as it also features the shopping cart, a wish list and a personal shopper facility.