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2010 MCM Award- Silver

Terri Alpert
Terri Alpert

This document provides summaries of award winners in the Food/Gifts category for sales under $20 million from the 2010 MCM Awards. It summarizes the Silver award winning Print Channel entry for Uno Alia Volta's Holiday 2009 catalog, praising the unique, handcrafted merchandise but noting it could have sold the products more strongly. It also summarizes the Silver award winning Web Channel entry for KingArthurFlour.com, highlighting the site's user-friendly format and strong product promotions, while noting some minor navigation issues.

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SEO FOR MOBILE P.16 / E-MAIL CREATIVE P.22 / REDUCING WAREHOUSE COSTS P.47 J- INTEGRATING. SELLING. DELIVERING. WWW.MULTICHANNELMERCHANT.COM nj.aa束 99292O t-rid 03."> PRINT TH3H OOT CD & WE B PG. 25
MCM A W A R D S 201O FOOd/GiftS, Sales Under $20 Million SILVER: Print Channel Uno Alia Volta, Holiday 2009 U no alia volta means "one at a time" in Italian, and the Uno Alia Volta catalog aims to be a source of unique, handcrafted gifts. The judges felt that its Holiday 2009 edition certainly met this goal and delivered a solid catalog presentation. WHY IT WON A SILVER AWARD: From hand-painted Christmas ornaments to hand-blown vases, from hand-set onyx jewelry to handwoven scarves, the merchandise mix of Uno Alia Volta was definitely its strength, the judges agreed. "The product line is truly exceptional, with a constant reminder that the merchandise is unique and created by artisans," enthused a panelist. Indeed, another judge added, "This catalog is about merchandise that is right on brand, look and feel." Although page layouts adhered to a basic grid, there was a great deal of variety and fluidity from spread to spread, and judges noted the effective use of creative hot spots, hero photos and pacing. "The product density is impressive but not overwhelming," said one panelist, marveling at the volume of items offered. WHY IT DIDN'T WIN A GOLD: Several judges commented that the catalog didn't sell hard enough. "More headlines are needed to grab reader attention," suggested one, "and these products need to be romanced more, with stronger copy. This is a missed opportunity to sell more product."SC SILVER: Web Channel KingArthurFlour.com K ingArthurFlour.com serves a community of enthusiastic bakers and gives custom- ers a reason to come back for products and recipes. The site also knows how to at- tract new customers with a well-organized and user-friendly format. WHY IT WON A SILVER AWARD: KingArthurFlour.com seems to sell everything a baking enthusiast needs once they get hooked on a recipe. Judges applauded the strong offers promoted across the site. At the time of judging, promotions included free gift with purchase and free shipping offers. Search terms bring up The judges also liked the "spend $X more to get free shipping" tracker not only related items, within the shopping cart. but related recipes and Search is a strong point: Search articles as well terms not only bring up related prod- ucts, but related recipes and related articles on the KingArthurFlour.com site. The site's handling of search, including autofill and autocorrect options, pleased the judging panel as well. WHY IT DIDN'T WIN A GOLD: SomeminordetailskeptKingArthurFlour.com from getting a Gold award. For example, one judge found the left-hand navigation to be a bit confusing. Another panelist didn't like the lack of confirmation that an item had been added to the shopping cart.TP

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2010 MCM Award- Silver

  • 1. SEO FOR MOBILE P.16 / E-MAIL CREATIVE P.22 / REDUCING WAREHOUSE COSTS P.47 J- INTEGRATING. SELLING. DELIVERING. WWW.MULTICHANNELMERCHANT.COM nj.aa束 99292O t-rid 03."> PRINT TH3H OOT CD & WE B PG. 25
  • 2. MCM A W A R D S 201O FOOd/GiftS, Sales Under $20 Million SILVER: Print Channel Uno Alia Volta, Holiday 2009 U no alia volta means "one at a time" in Italian, and the Uno Alia Volta catalog aims to be a source of unique, handcrafted gifts. The judges felt that its Holiday 2009 edition certainly met this goal and delivered a solid catalog presentation. WHY IT WON A SILVER AWARD: From hand-painted Christmas ornaments to hand-blown vases, from hand-set onyx jewelry to handwoven scarves, the merchandise mix of Uno Alia Volta was definitely its strength, the judges agreed. "The product line is truly exceptional, with a constant reminder that the merchandise is unique and created by artisans," enthused a panelist. Indeed, another judge added, "This catalog is about merchandise that is right on brand, look and feel." Although page layouts adhered to a basic grid, there was a great deal of variety and fluidity from spread to spread, and judges noted the effective use of creative hot spots, hero photos and pacing. "The product density is impressive but not overwhelming," said one panelist, marveling at the volume of items offered. WHY IT DIDN'T WIN A GOLD: Several judges commented that the catalog didn't sell hard enough. "More headlines are needed to grab reader attention," suggested one, "and these products need to be romanced more, with stronger copy. This is a missed opportunity to sell more product."SC SILVER: Web Channel KingArthurFlour.com K ingArthurFlour.com serves a community of enthusiastic bakers and gives custom- ers a reason to come back for products and recipes. The site also knows how to at- tract new customers with a well-organized and user-friendly format. WHY IT WON A SILVER AWARD: KingArthurFlour.com seems to sell everything a baking enthusiast needs once they get hooked on a recipe. Judges applauded the strong offers promoted across the site. At the time of judging, promotions included free gift with purchase and free shipping offers. Search terms bring up The judges also liked the "spend $X more to get free shipping" tracker not only related items, within the shopping cart. but related recipes and Search is a strong point: Search articles as well terms not only bring up related prod- ucts, but related recipes and related articles on the KingArthurFlour.com site. The site's handling of search, including autofill and autocorrect options, pleased the judging panel as well. WHY IT DIDN'T WIN A GOLD: SomeminordetailskeptKingArthurFlour.com from getting a Gold award. For example, one judge found the left-hand navigation to be a bit confusing. Another panelist didn't like the lack of confirmation that an item had been added to the shopping cart.TP