IQ News: I-Traffic Lends a Helping Hand to Selfcare.com




Health and wellness store selfcare.com, Emeryville, Calif., has selected i-traffic, New York, to handle its Internet-based direct marketing.
I-traffic will be responsible for the management of all online media planning and buying for selfcare.com, as well as creative services, test design, stewardship and ongoing data analysis and reporting.
Cory Treffiletti, vice president of account services at i-traffic, said the site, which launched in September, plans to translate its offline success, as a 23-year-old catalog, to the Web and establish itself as a resource for women, who are its “core target audience.”
The promotions will include relationship building techniques, such as e-mail and merchandising offers, all geared toward turning surfers into shoppers rather than relying only on impulse buys from banners. They are focused on servicing SelfCare’s customers online, as well as increasing traffic to the site from new users. Treffiletti added that the company’s existing customer service and sales infrastructure has aided its online transition, as it already had the capability to manage its back end.
SelfCare also has entered a partnership with women’s site iVillage, New York, providing links to products from some of the catalog’s strongest categories: allergy and stress relief, sleep aids and what the company terms “spa-ing at home.”
SelfCare will be one of the first clients to be handled out of i-traffic’s new San Francisco office, which opens in March and soon after will offer the same services as its Silicon Alley headquarters.
Since November, i-traffic has positioned itself as an “interactive direct marketing agency” focused on return-on-investment for e-commerce companies. Other clients include Buena Vista Internet Group, Eddie Bauer, beyond.com and Memberworks.