Generally speaking, men and women have different shopping habits.  They also have different browsing habits.  Combine the two, and you've got two experiences that are as different as night and day.  But what two things say men and women like the NFL and chocolate?  Oh yes… I know it's true that there are a lot of women who enjoy football and a lot of men who enjoy chocolate.  But generally speaking, the target audience for these two products is different.

Luckily, I have success stories to share on both counts!

NFL Hits $70 Million in Online Sales

Internet Retailer is reporting on the success of NFLShop.com, the National Football League's official online store.  In 2005, the store sold $46 million in merchandise.  With an increase in sales of 52%, NFLShop.com sold $70 million dollars in 2006.  Conversion rates are up to 4.4% in 2006 from 3.21% in 2005.

Wonder how they increased sales that much?  I'm guessing it was advertising.  A lot of advertising.  And probably some new marketing tactics for 2006.  Whatever the reason, we're glad to hear it.  Congrats, NFLShop.com!

World's Finest Chocolate Personalizes The Internet

One my favorite sites, MarketingSherpa, has a case study focusing on the efforts World's Finest Chocolate took to extend a long-standing tradition of personalized gifts from the offline to the on.  World's Finest Chocolate (WFC) has offered personalized gifts through its print catalog for years.  The marketing team at the company tested several ways to make the same personalization available at the website.  The eventually implemented a system that is in use today and it seems to be working well for the company.

To show off the personalization, the company sent emails with photos of recently ordered personalized items and catalogs with the customer's name pre-printed on several of the images.  WFC also targeted schools, youth groups, organizations, and businesses with the ability to print not only words, but also logos and emblems on their gift assortments.

How'd it work out, you ask?  The company has increased its online sales by 5 times in the past three years.  Sales reps are getting more deals and the company has decided to send its email marketing messages twice as often because of the great success they've had.

So whether it's football or chocolate, there's always room for improvement.  What can you do to your existing product to become our next success story?