Online Authority Blog

Taking Print Catalogues Online: A Case Study

by Kelly Kubrick on January 4, 2007

Sports Illustrated’s “Insider Authentics” catalogue needed to sell the previous season’s merchandise before the new season began. Could a website help speed this process up? Yes. Kelly Cook worked with Sports Illustrated to launch TheUltimateLockerRoom.com:

 

 

 

 

 

Within three weeks, it achieved 100% ROI and set the stage for the roll out of three more Time Warner merchandise sites: Entertainment Weekly’s Studio Store:

 

 

 

 

and the Virtual Garden and The World Championship Wrestling (WCW) store.

See an example print advertisement developed jointly with Sports Illustrated and the ecommerce vendor:

 

 

 

 

 

 

 

Curious to know if it would sell online, The CNN/Sports Illustrated team identified spare photography and video footage from Sports Illustrated’s Swimsuit edition. Together with CNNSI.com, Cook developed “Swimsuit Extra”, an e-commerce website offering exclusive access to the additional material. In year two, over 8,000 memberships were sold.

Kelly Kubrick

Digital Analyst and President of Online Authority; co-author dStrategy Digital Maturity Model, COO of MyLiberty.Life, co-founder, Digital Strategy Conference; co-owner 3rd generation family business. Downhill Skier. Foodie. Fan of all things digital.

Kelly KubrickTaking Print Catalogues Online: A Case Study

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