NEW YORK, March 1, 2000 (PRIMEZONE) -- Steuben, the world's foremost producer of fine crystal, announces the launch of their Ecommerce website, www.Steuben.com. Steuben.com's online presence represents a natural expansion of Steuben's traditional retail business to reach an affluent and largely untapped online gift shoppers.
"Currently, prestigious luxury companies are not fully utilizing the Internet to grow their brand and reach out to a new generation of sophisticated consumers," said Andrea Miles, Director of Sales/Marketing & Strategic Planning. "Steuben.com and our traditional retail locations support each other in providing new access to our products for our established customers and potential new customers."
Steuben's entry into Ecommerce initiates new leadership opportunities and maintains control of the established brand equity while becoming a visible influence on other luxury marketers and participating aggressively in the online business community. Since the launch of Steuben.com, 50 percent of all first-time buyers came from the website.
Steuben's Ecommerce strategy has been to leverage its valuable brand while offering the functionality of an innovative Ecommerce site. Steuben.com also offers product information and research services to online customers, allowing them to share the same shopping experience and attention received in a retail store. Before the launch of the website, collectors and second party websites controlled the brand name, product descriptions and prices. The second annual Cyveillance Holiday Cyber Scams Study found that 4 to 8 percent of the more than 7,000 sites that ostensibly offer luxury brands were selling fakes to their customers.
"In the last five months, not only have we expanded our customer base and target audience, the Steuben brand has increased its visibility world-wide," said Marie McKee, President & CEO, "By offering Steuben crystal directly through our company's website, the customer is assured they are purchasing the finest crystal manufactured. Having our own Ecommerce site allows us to control our brand while being able to guarantee the authenticity or our product."
To showcase the creations more completely before purchase, Steuben.com offers a "virtual reality" feature allowing select items to be viewed in a 360-degree rotation. Steuben plans to add this capability to the majority of its online designs in the near future. Steuben.com also offers vast information about the company's rich history, special events, new designs and sculptural exhibitions. This wealth of information coupled with the company's interactive gift buying philosophy recreates on the Web Steuben's traditional luxury shopping experience.
About Steuben
Founded in 1903 and acquired by Corning Incorporated in 1918, Steuben has established an international reputation for functional and sculptural works formed from the most optically pure crystal in the world. Balancing state-of-the-art technology with centuries-old glass making techniques, Steuben is continuously at the forefront of glass design.
With the launch of Steuben.com, the first site to address the luxury Ecommerce market, both new and returning customers are offered increased exposure to a luxury shopping experience previously available only through more traditional retail channels. Steuben.com maintains all of the rich traditions associated with the Steuben name while adding greater convenience and a new source of information about Steuben's history.