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2. MCM A W A R D S 201O
FOOd/GiftS, Sales Under $20 Million
SILVER: Print Channel
Uno Alia Volta, Holiday 2009
U
no alia volta means "one at a time" in Italian, and the Uno Alia Volta catalog aims
to be a source of unique, handcrafted gifts. The judges felt that its Holiday 2009
edition certainly met this goal and delivered a solid catalog presentation.
WHY IT WON A SILVER AWARD: From hand-painted Christmas ornaments
to hand-blown vases, from hand-set onyx jewelry to handwoven scarves, the merchandise
mix of Uno Alia Volta was definitely its strength, the judges agreed. "The product line is
truly exceptional, with a constant reminder that the merchandise is unique and created by
artisans," enthused a panelist.
Indeed, another judge added, "This catalog is about merchandise that is right on brand,
look and feel."
Although page layouts adhered to a basic grid, there was a great deal of variety and
fluidity from spread to spread, and judges noted the effective use of creative hot spots, hero
photos and pacing. "The product density is impressive but not overwhelming," said one
panelist, marveling at the volume of items offered.
WHY IT DIDN'T WIN A GOLD: Several judges commented that the catalog
didn't sell hard enough. "More headlines are needed to grab reader attention," suggested
one, "and these products need to be romanced more, with stronger copy. This is a missed
opportunity to sell more product."—SC
SILVER: Web Channel
KingArthurFlour.com
K
ingArthurFlour.com serves a community of enthusiastic bakers and gives custom-
ers a reason to come back for products and recipes. The site also knows how to at-
tract new customers with a well-organized and user-friendly format.
WHY IT WON A SILVER AWARD: KingArthurFlour.com seems to sell everything
a baking enthusiast needs once they get hooked on a recipe. Judges applauded the strong
offers promoted across the site. At the time of judging, promotions included free gift with
purchase and free shipping offers.
Search terms bring up The judges also liked the "spend
$X more to get free shipping" tracker
not only related items, within the shopping cart.
but related recipes and Search is a strong point: Search
articles as well terms not only bring up related prod-
ucts, but related recipes and related
articles on the KingArthurFlour.com site. The site's handling of search, including autofill
and autocorrect options, pleased the judging panel as well.
WHY IT DIDN'T WIN A GOLD: SomeminordetailskeptKingArthurFlour.com
from getting a Gold award. For example, one judge found the left-hand navigation to be a
bit confusing. Another panelist didn't like the lack of confirmation that an item had been
added to the shopping cart.—TP