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Case
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Reference no. 9-500-048
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Gil McWilliams (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2000
Version: 20 June 2000
Length: 14 pages
Data source: Field research
Topics: Catalogs; Community relations; Customer relationship management; Decision making; Direct marketing; Entrepreneurship; Information technology; Internet; Marketing management; Marketing strategy; Partnerships; Start-up
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Abstract

A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The case presents the decision of whether to partner with AOL or to persevere with the current mix of customer acquisition methods.
Location:
New York
Industries:
Apparel; e-Commerce; Retail trade
Size:
USD20 million revenues; 100 employees
Other setting(s):
1999
Teaching note
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Reference no. 5-501-043
Subject category: Marketing
Authors: John Deighton (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2001
Version: 9 August 2001
Length: 10 pages
Data source: Field research
View full details

About

Abstract

A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The case presents the decision of whether to partner with AOL or to persevere with the current mix of customer acquisition methods.

Settings

Location:
New York
Industries:
Apparel; e-Commerce; Retail trade
Size:
USD20 million revenues; 100 employees
Other setting(s):
1999

Related

Teaching note
-
Reference no. 5-501-043
Subject category: Marketing
Authors: John Deighton (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2001
Version: 9 August 2001
Length: 10 pages
Data source: Field research
View full details