Lester Wunderman Retained by Hanover Direct
WEEHAWKEN, N.J.--(BUSINESS WIRE)--Dec. 1, 1999--
Will Play Pivotal Role In the Company's Internet Marketing Lab
Rakesh K. Kaul, President and Chief Executive Officer of Hanover Direct, Inc. (AMEX:
HNV), today announced that Lester Wunderman has been retained by the Company to spearhead
its newly created Internet Marketing Lab.
In this new role Wunderman will help the Internet Marketing Lab focus on developing
innovative solutions to Internet marketing opportunities, adapting proven direct commerce
promotional techniques to the e-tailing world. Wunderman will report to Richard Hoffmann,
President of the Hanover Brands division of Hanover Direct, Inc.
"Our Internet initiatives have proceeded at a fast and intense pace driven by a highly
talented e-commerce marketing team. We are delighted that Lester Wunderman, the man who
is credited with coining the term `Direct Marketing', has joined our team with the
express purpose of building Hanover's proprietary Internet knowledge capital," stated
Kaul.
"As the consumer shops across multiple channels, brand consumer promotions will need
to adapt so that there is a seamless, consistent consumer value experience. Lester has
led the practical and theoretical innovations within this critical component of the
direct marketing mix. We look forward to his creative breakthroughs on promotional
strategies that are appropriate for the dynamic, real-time, individualized world of the
Internet," added Kaul.
Wunderman is Chairman Emeritus and founder of Wunderman Cato Johnson, the world's
leading global direct marketing advertising agency. He has received recognition from the
advertising industry and was elected to the Advertising Hall of Fame in 1998. He has also
led the growth of the direct marketing industry and has received many awards and tributes
from it including several Lifetime Achievement Awards. He was also named to the Direct
Marketing Association's Hall of Fame in 1983. Wunderman has also authored two books,
Frontiers of Direct Marketing (published in 1981) and Being Direct (published in 1997).
He has been a featured speaker at many important functions of the direct marketing
industry, and his speeches and articles have appeared in publications worldwide.
"Hanover has brilliantly transformed itself into a leader in Internet marketing. They
saw the potential e-commerce held and quickly got each of their brands up and selling
on-line. Since new distribution outlets often necessitate new solutions to marketing
problems, the Internet Marketing Lab will help Hanover stay ahead of the pack, uniquely
poised to implement `cutting edge' solutions to the opportunities presented by the New
Media. We look to trademark, patent and protect the intellectual property and new,
promotional techniques created by the Lab," stated Wunderman.
The thirteen brands of the Hanover Brands division will serve as the testing ground
for the Internet Marketing Lab. Each brand, a leader in its market niche, also targets
specific communities of lifestyle and interest actively engaged in e-commerce; this will
provide the Lab with a broad spectrum of categories and consumer audiences to learn from,
enhancing the validity of its test results.
"We believe success on the Internet includes looking beyond the content and
functionality of a web site. As successful direct marketers we know there are proven
promotional techniques that can be adapted, extended and expanded upon for use in
boosting e-commerce sales. Developing a bank of these techniques will be the primary
mission of the Internet Marketing Lab," said Hoffmann.
"However the Internet also offers unique assets and opportunities which will also be
explored by the Lab. New techniques focusing on the one-on-one marketing experience, as
well as utilization of consumer-to-consumer public forums, will also be explored.
Enhancing the on-line shopping experience will be key since, as the shopping experience
is enhanced, rapid brand conversion can be achieved, `stickiness' grows, and e-commerce
sales will increase. The Internet Marketing Lab is also charged with the development of
e-commerce opportunities to reach Hanover's goals," Hoffmann concluded.
Hanover Direct, Inc. (AMEX: HNV), and its business units, provide quality, branded
merchandise through a portfolio of catalogs and e-commerce platforms to consumers, as
well as a comprehensive range of Internet, e-commerce, and fulfillment services to
businesses. The Hanover Brands division is comprised of the Company's catalog and
e-commerce web site portfolio of home fashions, apparel and gift brands, including
Domestications, The Company Store, Turiya, Domestications Garden & Kitchens, Kitchen &
Home, Encore, Improvements, The Safety Zone, Silhouettes, Tweeds, International Male,
Undergear, and Gump's By Mail. Hanover Direct is the exclusive distributor of the
Compagnie de la Chine brand in North America; the Company owns Gump's, a retail store
based in San Francisco; and, the Company has a majority equity stake in Always In
Style(R). Each brand can be accessed on the Internet individually by name. The Web
Services division is comprised of the Company's Internet marketing services group,
systems platform, fulfillment and telemarketing and third party fulfillment service
vendor, Keystone Internet Services, Inc. (www.keystoneinternet.com). Information on
Hanover Direct, including each of its divisions, can be accessed on the Internet at
www.hanoverdirect.com.
CONTACT: Hanover Direct, Inc., Weehawken
Brian C. Harriss, Sr. VP - Chief Financial Officer,
201/272-3224
or
AGG International, Public Relations, New York
Paula Zwerdling, Managing Director, 212/869-8230
paula@aggintl.com
08:08 EST DECEMBER 1, 1999 |
