Lids' campaign pushes hat sales online, offline

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Lids Corp., a 368-store hat retailer based in Westwood, Mass., officially relaunches its site Nov. 8. Executives said inventory has been increased and a new interface added to the site, which has more than 10,000 items that include professional sports hats. Lids' promotion includes gift certificates and a branded debit card. The intent is to drive retail customers to its site and drive site visitors to its stores. In mid-November, Lids will launch "WinterNet," a holiday promotion, created in-house with help from Concrete Media and Fort Point Partners, New York, which includes game pieces available at stores that can be deciphered only by holding them up to Lids' site created by Concrete Media. "We've launched a site that works synergistically with our bricks-and-mortar stores," said Ben Fischman, VP-marketing and product development.

Copyright November 1999, Crain Communications Inc.

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