Domain Home Fashions Launches Internet Lifestyle Marketing Campaign

Furniture World Magazine

In the May edition of its monthly e-mail newsletter, Domain Home Fashions is doing something that might sound unusual: it will include promotional offers for lobsters, wine, and pots and pans, all of which are items it does not sell in any of its 22 stores. In return for reaching its highly desirable demographic customer base, Domain has signed up several prestigious firms to offer special savings to Domain Preferred Customers. The reason is simple according to Judy George, CEO of Domain Home Fashions, "We want our Domain e-mail newsletter to be a "must read" for our customers each month. What better way than to offer them special savings on compatible "lifestyle" products in addition to Domain home furnishings." In its third full month of operation, the retailer’s Internet site traffic grew by 50%, increasing from 1.6 million to 2.2 million page views. In addition, Domain continued to enroll new Preferred Customers at a rate in excess of 1000 per month and has passed through the 10,000-customer mark. "From what I see other retailers doing in this industry, I would say that we are running one of the most ambitious on-line direct marketing programs," claimed Judy George, CEO of Domain. "Our on-line direct marketing programs reinforce Domain as a lifestyle choice in addition to Domain as a retailer of home furnishings. Look at great brands such as Harley Davidson, Gucci, and Tiffany. Customers associate these brands with a way of life, not just sellers of motorcycles, handbags, and jewelry." With the help of Boston-based Market Loyal Group, Domain lined up several upscale companies to provide special member discounts on their products. Companies were chosen based on the theme of the May newsletter: "A Special Mother’s Day Feast." Cook up lobsters from Legal Seafoods in Boston in professional cookware from Chaudier of Canada. Accompany it with wine from Geerlings and Wade, and then serve it on a new dining set from Domain. We hope to create a "snowball effect" with this type of program, said John Sylvan of Market Loyal. "As the number of Domain e-mail subscribers grow, the offers we can negotiate will get better, and as the offers get better, the numbers of subscribers grow and so forth. In addition, we are working on the capability to generate offers based on a customer’s zip code, meaning we will be able to run programs that would make available special savings from an upscale restaurant, for example, located in the same town as the customer." Domain Home Fashions, founded in 1985, operates 22 retail stores in high-traffic, upscale malls and sites from Boston to Washington, D.C. The retailer has an expansion program that will add 20 new stores to their existing 22 locations over the next three years. Well-loved for its affordable decorator looks, fully accessorized displays and classic European-style furnishings, Domain has won numerous industry and customer awards, including Outstanding National Furniture Store Chain. Domain's Founder and CEO, Judy George, has also won many awards, is a best-selling author, a motivational speaker, and has appeared on national TV, radio shows and in magazines. The Market Loyal Group was founded in 2000 and specializes in developing and managing on-line direct-marketing and cooperative-marketing programs that build customer loyalty, increase customer subscription rates and generate bricks and mortar and on-line sales.