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 Headlines

Specialized Dealer Direct Leaps Ahead

DECEMBER 19, 2001 -- MORGAN HILL, CA (BRAIN)--Working with other companies' web sites to increase traffic, Specialized's on-line store grew strongly in the first half of 2001.

Money generated from the site January through August increased 457 percent compared to the same period last year. Some 8,000 more orders were placed in the Jan.-Aug. 2001 period than that of 2000 with sales totalling about $742,000.

Sales from the site tapered off in the second half of 2001, but the site is still "on the verge of earning a profit," said Ron Pollard, Specialized's e-commerce president.

Specialized retailers own 51 percent of the on-line store and share 51 percent of any profits earned.

Specialized is working with sites such as mtbreview.com and bizrate.com to increase traffic to its site. About 1 percent of specialized.com's 360,000 monthly visitors make purchases.


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