We basically treat all Internet orders as if they were direct mail. We don't do any online processing, because my fear of fraud. When we first started, I was surprised at the number of international orders we received. I'm also surprised at the amount of business we get from the American armed forces. The most pleasant surprise is that right now, the largest growth area of the Internet is from women going online.
Women are our target audience.
A Yes, in 1998, when our sales tripled. We finally figured out that we had to stop wasting our time with banner ads, and go directly to e-mail newsletters. Great Food Online is doing a terrific job of marketing their site. They're direct competitors, but I think it's great that they're spreading the word that it's safe to shop for gourmet food, online. I see more of our sales coming in from the Web site.