JACK McCARTHYmarketing copywriter, editor
FTD.com
E-Commerce
FTD.com • GiftingGrace.com •
Collections ETC • SharperImage.com
A landing page on FTD.com introducing a new collection of high-end flower arrangements inspired by fashion trends
A product sales offering for a non-floral gift featuring prosaic food items (in this case, pretzel rods) that have been enhanced with a generous "dip" in premium chocolate and hand-decorated with a variety of festive and yummy toppings
Product sales presentation for a "romantic" gourmet gift—here, Oreo sandwich cookies that have been elevated to a "decadent" indulgence with the enhancement of an additional coating of premium chocolate and hand-applied chocolate drizzles.
Collections ETC, first achieved success as a catalog marketer of proprietary products that included home and garden decor, novelty gifts and collectibles. Its e-commerce website continues the established strategy of offering a variety of practical—often whimsical—items at prices low enough to give its customers "permission" to impulse indulge themselves.
Gifting Grace was an upmarket e-commerce gift website, a joint venture of JCPenney and Hearst Magazines. Targeted to contemporary, socially-connected, upper middle class women, its copy "tone" was intended to evoke a familiar, lighthearted "just us girls" vibe. The website's first several months of operation were deemed successful, yet it was sacrificed in JCPenney's disastrous reorganization in 2012.
