J. Peterman always has specialized in evoking images – from catalog copy with references to a life of leisure that only money can buy, to its founder’s status as a character in the TV series “Seinfeld,” to its coverage in the business media for various financial difficulties.
While the first two images were much as one would imagine, the last provided a prolonged soap opera, complete with a last-minute rescue. In January, Paul Harris Stores Inc., Indianapolis, bought J. Peterman Co. for some $10 million after the cataloger filed for bankruptcy.
The buy provides Harris an opportunity to offer higher-end merchandise to a more upscale consumer. For Peterman, of course, it’s a second chance.
But there was a question raised by the acquisition: What changes would Paul Harris make, and would those changes destroy everything Peterman stands for?
Taking Its Time
Paul Harris has been taking its time providing the answers. While not all the evidence is in yet, early indications are that the national retail chain is trying to maintain what everyone thinks is good about J. Peterman and to get rid of what everyone believes is bad.
Case in point: the Web site. The new J. Peterman site (www.jpeterman.com) is a vast improvement over the old one.
The old site was closer to being a mere Web presence than it was to being a fully conceived e-commerce site. There was a home page, of course, and then a choice of maybe half a dozen other pages, including the traditional “More About” and list of stores. The remaining pages featured sale items, some perennial favorites and whatever group of products was being promoted that month – one time, “The Avengers” movie tie-ins; another time, movie and baseball memorabilia.
While visitors could order online, they wouldn’t be able to pick and choose from the entire catalog. The site offered only a few selections.
It was, however, easy to navigate and the graphics and copy reflected the legendary catalog exactly.
The site didn’t match the spirit of the catalog – its willful whimsy, say – nor did it reach its potential as a sales vehicle. On the other hand, within its limits it functioned very well.
A few weeks after the sale, the site became a page with a request to visit again in a few days. On July 30, a newly revamped presence was set up with almost no fanfare.
For now, the site is being used to auction off some of Peterman’s exotic and eclectic merchandise – everything from brass elephant nutcrackers to rickshaws.
No Idea
Precisely how potential customers are finding out about the site and the auction is unclear, however. A Harris spokesman had no idea. In fact, he seemed surprised that customers even needed to be informed.
As for the site itself, the animated Peterman horse and rider are back. But the other drawings are by a different artist. And a Lands’ End-ish compass allows you to select which page you might want to visit: “What’s New,” “Virtual Tour” and the like.
Hard-sell Copy
By traditional Peterman standards, the copy is hard sell. For example, the “What’s New” page starts off welcoming visitors to the new J.P. Marketplace: “We are pleased to provide you with the opportunity to once again purchase online. We have designed an auction to help create the adventure of haggling in local marketplaces, while still allowing you to shop in the comfort of your own home.”
Though it may be a pleasure to encounter a copywriter who knows when to split an infinitive, the tone is a far cry from Peterman’s meandering sales pitches involving chance meetings with provocative strangers or eccentric aunts. Harris has also changed the tone from bohemian-affected upper class to upper-class-affected middle class.
Nevertheless, the copy hits the old notes later on with a paragraph promising an online gift shop:
“Worn in 68 cities in 11 countries. Survived 5 camel safaris, 1 cruise on the Nile, 3 tropical storms and customs (more times than one can remember). Finally decided on a new one. She searched for the owner’s manual, flipped through the pages and dialed the number. Busy. Nearest store 254 miles away. Decided to write a letter. Turned out to be a convincing one.”
What’s unconvincing is one of Peterman’s exquisites using a computer.
Flogging Shops
The gift shop may be in the works, but the site does not fail to flog the retail stores (Paul Harris has over 319 stores, so it knows a thing or two about flogging shops).
A virtual tour of Peterman’s flagship location in New York’s Grand Central Station is another site feature. The curious effect of window-shopping after dark presumably will pass once the gift shop is up and running.
The site is easy to navigate, is serious about e-commerce and considers the value of integrated marketing.
It makes one want to see what improvements Paul Harris will make to J. Peterman’s notoriously quirky catalogs.
Network
