Uses WOM and Navigation to Get Sales

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A strong Web site is the ultimate e-commerce portal, which is why gift basket company is adding new word-of-mouth features to its site, along with recently improved search and navigation.

The site at will begin to allow customers to rate and comment on its range of more than 400 products by Sept. 15. The company works with partners like Mrs. Fields and Ghirardelli to provide delivered standard or customized gift baskets worldwide.

"We think [customer feedback is] important for two reasons," said Eric Lituchy, co-owner of Delightful Deliveries, Syosset, NY. "[Previous] customers can share experiences of our Web site and it provides information to customers who are in the shopping process."

The consumer ratings done with word of mouth marketing service Bazaarvoice Inc., Austin, TX, will impact product page placement, increase customer navigation options and may even effect whether partners are used by the company in the future.

Since 1998 the company has used its Web site and tri-yearly catalog to promote consumer and corporate deals. Business-to-business clients make up about half of the company's customer base.

DelightfulDeliveries' next corporate catalog is set to drop Sept. 18.

The company made a number of enhancements to its Web site over the last year working with international software company Mercado, Pleasanton, CA.

One feature of the enhancement is an extension of the menu on the left that lets customers search for products by price range, occasion, brand, recipient and dietary restrictions

"We know that people don't just shop by product type," Mr. Lituchy said.

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