Lillian Vernon Banks on E-Commerce

With a redesigned Web site that launched last week, cataloger Lillian Vernon has positioned itself to play a greater role in e-commerce.

"We're very excited about the online channel -- it is our fastest-growing channel of distribution," said David Hochberg, the company's vice president of public affairs.

The site,, has been given a new look and feel. Also, its navigation has been improved, the checkout process has been streamlined, as has the process of ordering personalized products. In addition, customers now can track phone orders as well as online orders on the Web site. Previously, only Web orders could be tracked.

E-commerce specialist Fry Inc. helped revamp the site.

Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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