With four weeks to mobilize, DEMG and Moulton Logistics partner on the Ab Circle program, shipping 300,000 units in 90 days
Van Nuys, CA, September 9, 2009 - Moulton Logistics Management and Direct Entertainment Media Group (DEMG) have announced the successful direct-to-consumer undertaking of Ab Circle. The new fitness product line launch represents the successful collaboration between DEMG, its Time Life licensed music and video enterprise, and Moulton Logistics. It is also DEMG's first step in its diversification strategy to become a major player in health and fitness, the top direct response market segment.
According to Lange Johnson, Vice President of Operations for DEMG, "Our new venture was identified quickly during our regular strategic process. We closely evaluated our existing markets, market conditions and opportunities - and immediately recognized a unique opportunity to launch Ab Circle."
As Pat Boos, Senior Vice President at DEMG, remembers, "We had an impossibly short schedule, key milestones that had to be reached if we were to meet our broader business goals, and there was no room for error," adding, "The product is seasonal and, coupled with strong customer demand, we knew that retailers wanted to see an aggressive media schedule and promotion effort."
Both Boos and Johnson agreed that in order to achieve the company's goals, they would need a seasoned logistics partner that could react quickly, nimbly, and scale rapidly to meet their demand - for order management, customer service and fulfillment. "Moulton Logistics was selected because they were a direct response industry specialist, knew the ropes and had the technology infrastructure to execute this campaign and grow with DEMG," said Boos. "They also knew how to handle the significant demand we would be driving their way. Moulton's systems provided the visibility and transparency we required to be successful, and they were critical to us in quickly making informed decisions," he said. "They exceeded our expectations in every way."
The strategy and partnership has paid off for both DEMG and Moulton Logistics. In the first quarter following the launch of Ab Circle, DEMG rated #4 in the June 2009 national cable rankings, according to the Infomercial Monitoring Service, and Moulton has successfully shipped over 300,000 Ab Circle units. Additionally, it was Moulton's skilled customer service team that performed beyond expectations during DEMG's steep program launch. With Moulton's continued support, DEMG is positioned perfectly for a smooth transition into the retail market in September 2009.
Tony Sziklai, President of Moulton Logistics, said, "We are very excited to be selected to fill Ab Circle's order management, fulfillment and customer service needs." He added, "The selection of Moulton Logistics by DEMG reinforces our core and unique differentiators - as a 'can do' enterprise that uses the industry's leading technology platform to ensure the job gets done, on-time and on-budget".
About Moulton Logistics Management (www.moultonlogistics.com)
Los Angeles, CA-based Moulton Logistics Management is one of the leading providers of state-of-the-art order fulfillment, call center and integrated logistics services to direct response, retail and multi-channel merchants. For over 40 years Moulton has been delivering turnkey, technology optimized services and solutions and now offers its award winning SaaS, web based platform DRTV Marketer Pro software suite that provides Moulton clients with real time visibility, integrated reporting and decision support tools for managing sales campaign activity, fulfillment and call center services, supply chain and inventory pipelines.
About DEMG
Direct Entertainment Media Group and its licensed music and video enterprise have ventured into the direct response arena. Successfully so, the Ab Circle Pro marks the initial leap into this specialty consumer market in the health and fitness category. Direct Entertainment Media Group was ranked #4 in the 2009 national cable rankings administered by the Infomercial Monitoring Service (IMS).
