Vermont Teddy Bear Debuts New Gift Property
Vermont Teddy Bear Co. has launched Pajamagram, a new gift delivery service.
Elizabeth Robert, CEO of the Shelburne, VT-based direct marketer insisted on remaining mum about the details, but a source close to the company said marketing tests for the startup program will begin in time for the Mother’s Day holiday.
The Web site, www.pajamagram.com, is live. Its centerpiece offering is a “Pajamagram” for women, which includes pjs, a personalized card, lavender bath tea and a “Do Not Disturb” sign in a keepsake hatbox.
Other items for sale are bath and body potions and robes and slippers.
Overnight service is offered if the order is received by 4 PM.
The company, known for selling Bear-Grams through catalogs and over the Internet, has a prodigious e-mail database it could use to market Pajamagrams. Vermont Teddy Bear has 350,000 loyalty club members in its database. SendAmerica, which started its Web site in 1999 and a catalog program in 2002, has a database of about 50,000 e-mails.
SendAmerica drew on Vermont Teddy Bear’s e-mail database when it began marketing in fall 2001. The average order for Vermont Teddy Bear is $100. And, for SendAmerica’s last catalog (it has mailed out two), the average order was also $100. Vermont Teddy Bear mails 1.7 million catalogs a year. SendAmerica plans 600,000 for this year. The company’s annual revenue is $37.3 million.
