Metamorphosis
Edward R. Hamilton Bookseller Company has operated in Connecticut for more than 50 years, specializing in books, DVDs, and CDs at discounts up to 80% off retail prices. This traditional mail-order catalog business serving book lovers nationwide faced a crossroads when digital commerce emerged.
While leadership was open to developing an e-commerce website, they were reluctant to adopt email marketing. They worried about alienating long-time customers who anxiously awaited their print catalogs and feared online sales would deplete inventory before catalog orders arrived. They needed a digital platform that could preserve the browsing experience catalog customers cherished while opening new revenue streams through online sales and email marketing. The technical challenge requires sophisticated back-end systems to handle their unique remainder book inventory model, where stock levels change rapidly and items frequently shift from regular inventory to “last chance” status.
- Analytics & Performance Tracking
- Business Strategy
- E-Commerce Development
- Email Marketing
- Inventory Management Integration
A Library’s Worth of Success
Hamilton Book remains one of our most enduring client partnerships. Our initial assessment revealed untapped potential in their customer base and inventory model. We demonstrated how e-commerce could complement rather than cannibalize their beloved print catalogs, creating pathways to new audiences while serving existing customers through multiple channels.
The technical implementation required sophisticated inventory management for their unique remainder book business, where quantities fluctuate rapidly and items often become “last chance” purchases. The platform development included advanced email marketing capabilities that now deliver more than 5 million emails monthly, allowing Hamilton Book to reach customers with targeted campaigns based on their selected preferences—New Arrivals, Most Popular, and specialized subject areas. The system handles remainder markings, condition descriptions, and their popular flat-rate shipping model.
The transformation exceeded expectations, with the e-commerce platform now moving vast quantities of books and physical media annually. Digital skepticism has become enthusiastic adoption, creating a core revenue driver that amplifies their traditional catalog business. The email marketing system generates substantial recurring revenue through segmented campaigns introducing new arrivals, highlighting last-chance items, and re-engaging dormant customers.
“As a mail-order catalog company, we were very behind the times with our website and email marketing. Partnering with Rare Bird allowed us to modernize and promote our online business, increasing our visibility and sales. Because our business has a foot in both the very old and new worlds, we often present unique challenges. Rare Bird has been up to the task.”
Richard Hamilton
Owner | Hamilton Book