Coe-Truman Technologies, Inc.

Catapult
www.catapultmysales.com
Categories: E-Commerce, Catalog Management & Publishing

Howard Diamond
Director of Sales
500 N. Michigan Avenue, Suite 1410
Chicago, IL 60611
312-644-7660 x207
hdiamond@coetruman.com

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Current Customer Information:
Ace Hardware Commercial Industrial Division – Hardware/Tools
Butler Animal Health Services – Veterinary Supply Distributor
Calendars.com – Retail Calendars
Medco Tool – Automotive Tool & Supply Distributor
Mitutoyo – Measuring Tools & Equipment Mfr
Nalco Chemical – Chemical & Equipment Mfr
Skyline Displays – Tradeshow Display Manufacturer
The San Francisco Music Box Company – Retail Giftware
The State of Washington – State Government Procurement Division

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Case Study:

Calendars.com uses Catapult & Analytics Software to Increase Conversion Rates

Challenge: Intelligent Answers to Increased Demand

Market-leading online retailer Calendars.com was looking for a way to capitalize on increased traffic and product demand. The calendar business is highly seasonal, and the company’s busiest times typically coincide with huge spikes in web traffic. 85% of the
company’s business is done during these times, so scalability and agility are a crucial component to overall success.

The company needed to evolve to a system that allowed them to quickly make proactive changes to their e-commerce site based on dynamic market information.

Solution: Catapult and Coremetrics - From Data to Action

Calendars.com employed a seamlessly integrated catalog management solution, utilizing the powerful Catapult Content Manager, as well as the web analytics solution from Coremetrics, to analyze and respond to valuable customer data, live and in real-time.

With the Catapult product suite, Calendars.com was able to manage detailed product information including categories, attributes, key words, descriptions, images and cross-sell data with a powerful and highly intuitive web-based interface.

With Coremetrics, Calendars.com was able to instantly view real-time data category and up-sell recommendations, top sellers and more. Coremetrics Search provided a tool for monitoring keyword performance and managing paid search advertising across search engines live and in real time. Coremetrics also provided natural search and onsite reporting to identify popular keywords for SEO.

With Catapult’s easy to use content management system and rich data coming from Coremetrics, Calendars.com was able to capitalize on an incredibly busy holiday season by making crucial adjustments regarding pricing, taglines, keywords, up-sell products, specials and
more – all on the fly.

The robust hosting services provided by Coe Truman (makers of Catapult) allowed for increased speed and scalable bandwidth to assure that Calendars.com customers were able to quickly complete their orders during peak ordering periods, keeping customers engaged
and online. During peak ordering periods, Calendars.com successfully processed over 1,000 transactions per hour.

“Using both Catapult and Coremetrics has helped us become far more responsive than ever before to trends in our customer data,” said Hilarie Pozesky of Pozesky Marketing, who heads Calendars.com online marketing.

Results: Success Through Integration

The integrated Catapult/Coremetrics solution allowed the company to dramatically increase their conversion rate by a remarkable 18% in their critical fourth quarter.

The ability to adjust and update individual pages and product areas in response to detailed web analytics helped fuel a dramatic 61% increase in SEO or “natural placement” search orders. The company was also able to help the company clearly differentiate between likely customers and “window shoppers,” who may have been more interested in swimsuit calendar models than making any purchases.

Calendars.com’s success has recently been profiled in USA Today, Internet Retailer and more.

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Current System Application Features and Functions:
Catapult includes a core catalog content management module as well as solutions for publishing print catalogs, CD catalogs and robust e-commerce sites.

o Catapult Content Manager: A web-based application for managing all relevant product data including attributes, categories, images, relationships and more. The system can be connected to existing databases. The system offers configuration options for a clients specific data set, multiple user roles, concurrent users and more.

o Catapult Print Classic & Print Pro: A print catalog solution that allows marketers to create database driven publications using QuarkXPress and Adobe InDesign. Features include unlimited templates, point and place data from the database, re-flow data, indexing and more.

o Catapult CD Catalogs: Catapult for CD is a data driven catalog application that can be created on-demand using Catapult Content Manager. Customers can search for products, see all relevant product data (including images, documents, etc.) and create shopping carts.

o Catapult for Web & E-Commerce: Catapult offers custom branded data driven web catalogs and e-commerce sites with robust features including: simple and advanced search, detailed results and product pages, up-sell and cross-sell, shopping carts, stored user data, customer specific login and pricing, on-demand updates from Catapult Content Manager and more.

o Catapult Services Include: Hosting, training for all modules, database integration, integration with 3rd party e-commerce tools (e-mail, affiliate, search, etc.), and more.

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