The Vermont Country Store will relaunch its e-commerce site next year, and hopes for 10% of its overall sales to come from the Web by 2002, says president Bob Allen. Another goal will be to expand the audience for the catalog, whose average customer is a woman in her early to mid-60s.
In 1998, the company did $25,000 in online business; $100,000 in online sales are projected for this year.
This holiday season, the company plans to retest use of a toll-free number; in previous tests, having an 800 number did not lead to additional sales, Allen says.
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