Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: FRIDAY, August 26, 1994 TAG: 9408260050
SECTION: BUSINESS PAGE: A5 EDITION: METRO
SOURCE: SANDRA BROWN KELLY STAFF WRITER
DATELINE: LENGTH: Medium
A month ago, the Henry County manufacturer of wood and upholstered furniture became a member of CompuServe's Electronic Mall. The company's electronic store includes a history of Bassett Furniture, plus photographs and information about what it makes.
The computer service's users cannot buy furniture directly from Bassett, but they are invited to send an e-mail message to the company to order a catalog or learn the name of a retailer who carries the Bassett line. Or, they can ask questions about furniture.
"We promised to answer everyone electronically," said Johne Albanese, Bassett's director of advertising and marketing. "We're thrilled with the response." But it has meant extra work, he said.
By the end of last week, 1,800 users had typed "Go Bassett" and browsed the on-screen showroom. Of those, 750 ordered catalogs and more than 800 asked for the name of the closest Bassett retailer. Bassett said 20 people sent second messages indicating they had ordered its furniture, but it could not estimate the value of those sales.
Albanese and the rest of the marketing staff have typed more e-mail messages than they thought they'd ever have to, and they have worked later hours to do it, he said.
Even more surprising, Albanese said, "we haven't even advertised that we're there. These are just the people who have found us."
CompuServe will promote Bassett in its October magazine to subscribers, he said.
There are more than 100 stores in the computer mall, including J.C. Penney Co., the Metropolitan Museum of Art, Lincoln-Mercury and Lens Express.
by CNB