A juicy class project
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ORANGE JOURNALISM A juicy class project |
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Cynthia Billops enjoys reading, doll making and spending time with her daughters, but the 38-year-old is far from a soccer mom. As an e-commerce manager for a sex toy business, Billops often finds herself engaged in conversations with strangers about their sex lives. “It’s a little difficult, because at parties, people tend to give you a little bit more information than you need,” Billops said with a laugh. Billops manages the Web site for Good Vibrations, a San Francisco-based company that sells sex toys in four retail stores but has seen sales double through its online ordering system. Despite high Web sales, Billops said many company executives continue to focus on brick and mortar stores. “I still don’t think people understand the potential with e-commerce, and how vast our reach could be,” Billops said. Ben Doyle, chief marketing officer for MyPleasure, another San Francisco-based sex toy Web retailer, recommended Billops for the Web position at Good Vibrations three years ago because of her artistic flair. Doyle, who was working as Good Vibrations’ general manager at the time, said Billops had a “huge” impact on revamping the online portion of the company. “The Web site had been very static from when it was first launched in the ‘90s,” Doyle said. “Pretty quickly after Cynthia came on, we saw more use of graphics and color, giving the site a more sophisticated look.” While the previous Webmaster focused on the educational aspects of the site, Billops entered her position with hopes of putting commerce in the spotlight. “I came in and said ‘Let’s sell stuff!” Billops said with a laugh. Billops oversees a team of eight Web-savvy technicians who implement site changes while she runs “interference” with company leaders. Billops said she gets frustrated with the slow process of getting funding approved for new projects and during meetings when company leaders suggest opening up another retail store. “Meetings like that make me crazy,” Billops said. “Why are we going to spend money opening up a brick and mortar store and not see profits for a year? If you give me that money, I could triple the revenue.” Billops said each Web sale averages $85 compared to store sales averaging $40. She attributes higher online sales to international reach, unlimited hours and customer comfort. “Honestly, the kind of business we’re in, what holds us back is our inability to make decisions,” Billops said. “Things move so fast.” Online ordering is easier for many shoppers, who may not want to enter an actual store. “Most people like shopping from more private places at home,” Billops said. “People might be shy about actually coming in the store and buying something.” Billops appreciates the company culture of Good Vibrations. According to the Good Vibrations Web site, the worker-owned company employs 78 percent females and offers family-friendly policies like childcare stipends and flexible hours, allowing Billops to spend more time with her daughters, 8-year-old Dakota and 3-year-old Precious. “It’s really easy to have a family life with this company,” Billops said. Billops, who graduated from San Francisco State University with a bachelor’s degree in English and a minor in costume design, is currently pursuing her master’s in education at Mills College in Oakland, Calif. Though she does not consider herself a “techie,” Billops sees the potential for online sales to skyrocket. She first learned Web design from a former supervisor at the State Compensation Insurance Fund, who brought Billops under his wing. Billops said she did not have any apprehension about working for a sex toy retailer, “because my friend had been there forever, so I knew it was on the non-sleazy side” of the business. Related Links: Back to Orange Journalism Home Page Orange Journalism: |
