The Third Stream: Two established marketers try e-commerce

Just in time for the holidays, two well-known cataloger/retailers have launched Web sites, adding that extra revenue stream that has become something of a Holy Grail for the modern marketer.

Both Neiman Marcus and Banana Republic carry a certain amount of branding baggage from offline operations. The lower end of the two meets higher expectations, although neither is completely successful at recreating their corporate identity online.

Banana Republic

With the debut of Banana Republic’s site (www.bananarepublic.com), all three of Gap Inc.’s chains are online.

Like the catalog and store, Banana Republic’s site is designed to be a mecca for consumers whose idea of Nirvana is casual Friday clothing in black, white, gray, beige and taupe. But even before the first click the site is saddled with two sets of baggage, the first being the legendary original Banana Republic catalog with its world traveler theme. One can only imagine what fun that book’s creative team would have had translating the catalog’s whimsy into an interactive presence on the Internet.

The other bit of baggage comes from Banana Republic’s new catalog, introduced last year. In addition to being a solid book on its own terms, it managed to translate the “new” Banana Republic retail stores into a different medium and environment.

The site, of course, attempts to do that yet again, but online. It succeeds, more in organization than graphics. Translation: It’s visually dull, but a pleasure to navigate.

The home page invites visitors to click on one of four areas: Man, Woman, Home or Gifts, which will take them to a table of contents for that section. (Bonus points for including a discreet mention of the toll-free number here.)

Select “By Look” and the screen offers catalog shots of models in clothing to click on. The site visitor first sees a larger image and then one with product information. “By Category” offers basic product shots and information. While Home and Woman operate much the same way, Gifts offers the choice of a category, a price range (below $50, between $50 and $100, or over $100), and finally a small selection of tasteful suggestions.

As noted earlier, the site navigates easily, but visually it’s tepid: neutral colored clothing on light backgrounds foursquare against a black background.

Neiman Marcus

In contrast, the cheerful vulgarity of Neiman Marcus’ stores and catalogs puts the “conspicuous” back into conspicuous consumption. A quick stroll (or skim) through Neiman Marcus and one realizes it’s the nouveau riche who have all the fun.

Neiman Marcus maintains that tone in both the stores and the catalogs. Despite some neat gizmos and an aggressive customer service department, the new Web site (www.neimanmarcus.com) falls short on the wonderfully tacky glamour quotient.

Not unexpectedly, the site offers designer clothing and accessories for men, women and children as well as home furnishings and holiday gifts. Some 500 items were offered at press time, with more to be added.

The ordering process works smoothly enough and holds no surprises for people used to shopping online. It’s the gizmos that make the difference. And these bells and whistles have bells and whistles.

First, there’s 24-hour online customer service provided in real time. If a customer just wants a better look at a product, he or she can zoom in on a detail or rotate the item 360 degrees. The dancing baby has nothing on whirling haute couture.

Other special features include a “virtual studio” in which customers can inquire about items not available online. E-mail inquiries go to a personal shopper who arranges a digital photo of the product and then posts it to a site where the customer has two weeks to view the image. If he or she decides to buy, the personal shopper can answer questions and help facilitate the purchase.

The bridal registry includes such features as a place for the couple-to-be to create their own Web pages, review the registry and even get wedding tips from Neiman Marcus’ in-house experts.

Members of Neiman Marcus’ frequent buyers club In Circle have special access to personal shoppers through the site and can review their point status, and the club newsletter, The Brief.

The site will take catalog requests and – interestingly – orders from the print catalog.

Although the customer service gizmos are great, there are two complaints. The first will likely be taken care of in time: There are too few products offered in general and too few of the sort for which Neiman Marcus is known in particular. The second is that for all the conveniences, the site is oddly juiceless.

Actually, both sites suffer from an excess of good taste. The difference is that, although limiting, that good taste does make the Banana Republic site easy and inviting to use. Neiman Marcus, however, is suffering under the strain.