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Targeted E-Mail Triples Sales

Orders tripled at leading gourmet food site FultonStreet.com following a recent T-Mail (Targeted E-Mail) interactive promotion, according to Stratis Morfogen, founder and CEO.

"It was amazing. We sent out a real time promotion inviting our members to participate in a Seafood Election and receive a special Holiday discount offer, and orders tripled the next day," Morfogen says

Vanguard InterActive, an e-commerce marketing technologies specialist, deployed the targeted, customer-centric promotion. Alex DeMeo, CEO of Vanguard, says fultonstreet.com has been among the leaders in finding new markets, and developing new ways to deliver to those markets.

"Morfogen's site has a highly actionable customer-centric knowledge base standing behind it," DeMeo says. "He has very effectively used technology to discover what the customer wants, to build relationships with the customer, and successfully introduce the customer to other products.

"Fultonstreet.com is taking the most advanced Internet customer service technology, and making it simple as a handshake. Morfogen focuses on the customer one household at a time, in a way his competition never did."

Morfogen says the building of relationships between his site and its customers has always been his top priority. Fultonstreet.com was among the pioneers in assuring customer privacy, to utilize live customer service teams, and to create events where the customer can participate in the site, and grade its service level, he says.

"Our customers have responded accordingly. That's why BizRate.com has given us their highest service ratings, we are registered with the Better Business Bureau, and Customer.com author Patricia Seybold has singled fultonstreet.com out for the best online customer service she's experienced.

"We want the customer to really feel fultonstreet.com is right there in the home, responding to the want the customer wants as it is requested," Morfogen says. The site guarantees next day delivery of fresh lobster, seafood, gourmet food items and commercial quality cookware.

December 3, 1999

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