Following the lead of other apparel retailers such as Active, C28 has expanded its retail business with its first Christmas mail order catalog highlighting their large selection of unique Christian gifts, clothing, jewelry, and music.
Following the lead of other apparel retailers such as Active, C28 has expanded its retail business with its first Christmas mail order catalog highlighting their large selection of unique Christian gifts, apparel, jewelry, and music.
C28's decision to expand into cataloging was based on a test catalog they released during the back to school shopping season. After releasing their back to school catalog, C28 found that their average order size increased from around $60 from normal online shoppers to over $80 for catalog shoppers using the website.
C28 Website Administrator Justin Palmer was very surprised by the large increase. "We were pleasantly surprised to see the large increase in the average order amounts from catalog shoppers. It appears to be very effective to offer customers a tangible way to view our products in addition to an online store. People appreciate having something in their hands that allows them to shop anytime and anywhere. In addition, they can easily pass the catalog on to friends or family members."
While C28 acknowledges there are drawbacks to expanding into the mail order business, they believe the advantages outweigh the disadvantages. Palmer continues, "While cataloging has its difficulties such as high cost and difficult to track ROI, we see the end result justifying the difficulties. Our mail order catalog has served to both increase the average order size and bring back inactive customers who weren't responding to our email promotions anymore."
C28 is a Christian Gift Store and Christian Lifestyle retailer, offering an alternative to the mainstream mall stores. C28 offers a wide variety of products ranging from t-shirts, accessories, and jewelry. C28 recently released an online gift finder that helps suggest Christian gift ideas. The mission at C28 is to share the life changing gospel message of grace, truth and love of Jesus. Currently there are 6 company owned stores in Southern California, 2 franchise stores in Northern California, a future franchise store in Florida, and a fast growing e-commerce website.