EATON'S OPENS FOR BUSINESS ON THE WEB
By Adnews Staff
In a bid to keep up with technology and serve customers who can't get to an Eaton's store, T. Eaton Co. of Toronto launched a Web site this week. Currently, the site promotes Eaton's fragrances, but the retailer plans to offer other products at the site as well in the future. Customers using the site can choose fragrances from the top 10 list, conduct a name search or pick fragrances directly from the Fragrance Wall. For those who need guidance in finding the right fragrance, the on-line fragrance consultant will prompt the customer to fill out a questionnaire about themselves or the person for whom they are buying a fragrance. The consultant then uses the resulting personality profile to produce a list of suitable fragrances. The site will be promoted in Eaton's ongoing print ads. The retailer is also experimenting with Internet advertising. Eaton's advertising is created in-house. The retailer fought its way out of bankruptcy protection earlier this fall. Throughout its restructuring it closed 13 outlets. The new site is located at <http://www.eatons.com/fragrances>