Alloy – Multi-channel Enterprise Commerce

Overview: Alloy Online is a multi-channel media company and direct marketer to Generation Y, the approximately 58 million boys and girls between the ages of 10 and 24. Alloy leverages their media assets and touch points with Generation Y to drive sales of teen-focused apparel, accessories and action sports equipment, and sell comprehensive marketing and advertising services packages to companies seeking to reach the Generation Y audience. Alloy.com's philosophy was to target a stable but high-margin business- the teenage market. Realizing eCommerce profitability was virtually impossible in 1996, therefore they began producing an offline catalog with a narrower scope to enhance online sales and organically grow their brand through multi-channels.

Business Problem: Alloy.com wanted to develop eCommerce functionality that would drive profitability through revenue growth and lowered costs. The company wanted to build a community driven site enticing enough to tap the edgy teen market.

Business Solution: DDGlobal employed a full range of community features including email, chat, and conferencing. The technology used allowed Alloy to remotely manage the AlloyOnline.com and AlloyMail.com sites, personalize each visitor's experience, and monitor the growth of these online communities in real-time. The solution DDGlobal provided allows for:

• Seamless integration with fulfillment centers for order processing.
• Streamlined direct marketing, sales, fulfillment and support process reducing costs while still driving revenue.
• Sales of $14.7 million online and $22 million offline in Q4, 2000 with margins running at roughly 50-60% exceeding expectations for 8 consecutive quarters.
• Registration of more than 30,000 customers for email accounts in less than two months with over 4,000 people visiting their site each day.

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