Case Study II-5: The Cliptomania Web Store
Carolyn El
Southern Columbia University

A company becoming well known has grown to be one of the most popular Web Stores online and now celebrating fifteen years this Thanksgiving as an accomplished service by their research and strategies used to meet great success. Utilizing several changes over the course of their growth and increase in business knowledge, the positive relationships with vendors and customers has afforded the online only company a direct line of focus reaching consumers. The launching of a product that is honestly hard to find in your brick and mortar department stores as the handi-craft non-pierced clip on earrings that has targeted super niche markets with products of colorful and creative designs. The strategies by CEO Candy Sango, her husband Jim and their daughter Christy simply started by the website on Yahoo (Brown, DeHayes, Hoffer, Martin, & Perkins). The company is based in Indiana and online throughout the United States, Canada, Ireland, Australia, and New Zealand (Brown, DeHayes, Hoffer, Martin, & Perkins, 2012). A family business with strong organizational skills and control on their business operations faced many strategic issues from the launch of their e-business, monitoring their financial transactions with purchases, returns, receipts, and finding the right initial marketable product, along with wanting to become the first name someone thinks of when they look for or purchase clip on earrings with no piercings (Brown, DeHayes, Hoffer, Martin, & Perkins, 2012). This strategy once struggling with hand written sales slips that the owners manually assessed as the business grew until they found online services to assist. The small business owners strategized with several options by