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A Case Study—Quill

Quill is a seasoned direct marketer that has been in business since 1956. The company offers a variety of office products for the B-to-B market through catalogs, direct sales (both outbound and inbound), and the web. Focused and dedicated to customer support, Quill's philosophy is to provide services wherever the customer wants to shop. That's why Quill customers can order on the phone, by fax, by mail, through e-mail, or on the web. Quill has integrated its operations to provide seamless options for the customer.

So how has Quill migrated from a catalog company to this hybrid? The company launched its first website in July 1996 as a scientific experiment, and in the last two years Quill focused aggressively on integrating it with its core business. Today, web sales represent 21 percent of the total business, and Quill expects they will grow to over 30 percent next year.


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