TITLE

Follow the guide

AUTHOR(S)
Williamson, Debra Aho
PUB. DATE
November 1999
SOURCE
Advertising Age;11/8/1999, Vol. 70 Issue 46, special section ps4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article looks at the marketing and brand name strategies of outdoor merchandise vendor Altrec.com. Altrec not only had to define the outdoor retail market but also its place in it. After much discussion a brand personality was formed, Altrec would be cultivated as a guide. The guide philosophy pervades in the site, in addition to a wide selection of outdoor gear, the site features its own travel magazine and community forums. Real-time help is available 12 hours a day, via an instant-messaging application that Altrec.com's technical team developed.
ACCESSION #
2462417

 

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