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Britart was founded in December 1999 with the goal of making it easier for consumers to buy quality original art.
The company, which sells art both on- and offline has taken advantage of the Internet to break down the barriers created by the traditional art gallery system. Victoria Powell explores the reasons for its success.

By creating a ?virtual gallery? of nearly unlimited size, britart presents a wide selection of quality art by hundreds of talented British artists, allowing customers to shop 24 hours a day from the comfort of their own home.

Breaking down barriers

The Internet is a safe haven for those who aren?t 100% confident in their knowledge of art, for whom walking into an art gallery can be an intimidating experience and fear of the ?hard sell? can be a severe deterrent. As our international ?shop front?, the britart website is designed so that customers can find what they want within a few clicks of the mouse by using a simple search facility. Presenting a wide selection of art and artists gives us a real competitive advantage, but it can also be daunting to the consumer. Our sophisticated search tools make it easy to find the art they will love. Britart also understands that psychologically, buying art over the Internet can be a difficult step for the consumer to take. For this reason, we offer a 14-day home trial period during which the consumer can return the art for a refund if unsatisfied for any reason. Clear messages are also given throughout the site that britart is not just in virtual cyberspace: the customer can pick up the phone and speak to an art consultant at any time.

At all stages of the purchase process, britart makes it a priority to ensure good customer service, from negotiating prices between artists and customers, to informing clients of when to expect delivery and personally following up to check they are happy with their purchase. Retention of customers is crucial: Britart keeps clients informed of new work by the artists they have bought from previously, sends fortnightly emails with exclusive offers and invitations to the monthly private views at the gallery in London.

Following the rules

But the web is most valuable and useful when it supports a sound business, not as a solution in itself. Although britart currently sells hundreds of works per month at an average around £500, these customers come through a variety of different channels. Traditional retailers won?t be able to reach a global audience with their shop on the high street, but their customers do receive a personal ? and human ? service, and can examine and judge the quality of the products in the flesh. There are certain factors that are specific to the success of selling online, including simple layout and easy navigation of the website, and addressing potential concerns of customers such as whether the artwork arrives safely in the post or the safety of credit card details. But the rules of traditional retailing are not forgotten.

As well as the website, britart has a real-world gallery based in London?s east end, where customers can come and view a selection of artworks from the hundreds of artists that we represent. The relaxed and informal atmosphere there is a far cry from the more intimidating atmosphere of some traditional galleries, with signs displayed informing visitors that questions are welcomed. For anyone who fancies a painting to go with their colour scheme at home, we have art consultants to help in the process of selecting art that is right for the customer and their budget; and we also have consultants who work with other businesses and intermediaries such as architects and designers to source art for offices, restaurants, bars and hotels.

To support its business activity, britart focuses on key marketing strategies such as gaining PR for the monthly gallery exhibitions and artists, ensuring that britart?s web address is in all press information to drive readers to the website. Successful PR requires clear goals, which are constantly re-assessed to ensure that maximum exposure comes from the company?s activities. Currently at the britart gallery there is an exhibition of art works by the comedian Vic Reeves, which has generated huge press interest but which has been meticulously prepared for ? planning has been required months in advance.

Britart also develops partnerships with other synergistic arts organisations and businesses. The company sees this as a way to continue to extend its brand and its marketing reach to new customers that are likely to have an interest in buying original art. Britart has established relationships with organisations as diverse as Morgan Stanley Credit Cards, Sadlers? Wells Theatre and Pizza Express as well as joining forces with the NSPCC in a campaign known as FULLSTOP@britart - Art Against Abuse, in which 10% of art sales were donated to raise funds for the FULLSTOP campaign.

Bucking the trend

At a time when the failure of a ?dotcom? enterprise seems to be in the news every week, britart has seen substantial growth. Sales in the fourth quarter of 2001 were up 64% over the previous year despite a difficult economic climate. Furthermore, a substantial number of britart?s customers are first time art buyers and 40% make a repeat purchase.

The key to success so far has been to focus on building brand awareness and diversifying marketing channels both on- and offline, while keeping to the rules of traditional retailing ? offering high quality products and ensuring excellent customer service. Britart first captured the public?s imagination with an innovative fly-posting campaign in 2000 to increase awareness of the brand and to reach new customers. This campaign, which won one of the marketing industry?s most prestigious awards, consisted of labelling everyday objects such as lampposts and pavements as though they were pieces of art. This has been followed with extensive PR, a direct mail campaign, several substantial partnerships and the launch of a real-world gallery and sales force. At the same time, the website has been constantly re-evaluated to prevent it from looking stale, to make it easier for consumers to find art that suits their requirements, and to encourage conversion from browsing to buying.

Turning the traditional art market on its head, exploring innovative methods of selling art and reaching new customers will take time to be successful. Despite the art market being particularly susceptible to economic fluctuations, britart believes that the opportunity to bring quality art to a broader audience through a variety of innovative channels is an exciting one; and one that will bring the company even more success in the future.


Victoria Powell is PR and Events Manager at britart. e: victoria@britart.com w: http://www.britart.com