Site's Wish: Relaunch Brings More Traffic

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Online gift registry has enhanced its Web site and launched a sweepstakes to increase traffic and become a complete solution for the holiday shopping season.

The company tapped Web design firm Fry Multimedia to develop a more user-friendly site.

"Our site has a new and improved look and feel that enhances the traditional experience of buying gifts offline," WishClick CEO Scott Sangster said about the site's attempt to make Internet shopping more similar to offline.

New graphics and an enhanced navigation console are the most obvious changes.

"We wanted something fun and clear and easy to use -- something that respected WishClick members," Sangster said of the mood being pursued through the redesigned site.

A new group of themed gift boutiques, including World Traveler and Gadget Guru, has been added to entice frequent travelers and electronic or mechanical gadget fanatics. A new section of top wishes lists the most popular gift ideas for birthdays, anniversaries, holidays and other occasions. It gives consumers a chance to see what is popular before making any decisions, Sangster said.

WishClick also introduced the Gift Goddess, a personal gift shopper. Members of the site can write to the Gift Goddess for gift-giving advice. "Unlike other Web sites, this is a real person who researches requests and makes recommendations," Sangster said.

WishClick accompanied the redesigned Web site earlier this month with the launch of its Win Your Wishes sweepstakes. Two consumers can win up to $2,500 in merchandise through this promotion.

Winners will receive items from gift lists they created through WishClick or its 40 online retail partners, which include Brookstone, FogDog Sports and Our House/Ace Hardware. The first drawing will be held Nov. 22, and a second drawing will take place Dec. 13.

One sweepstakes entry has been granted to each existing WishClick member. Additional entries are granted to new members. Old members who refer friends or family to the site are rewarded with increased chances of winning, Sangster said.

Users have to submit their names and e-mail addresses when registering to win the sweepstakes. However, Sangster said, "We're not using [the promotion] to build our database or create a mailing list. It's being used to help reward people for joining WishClick."

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