Since relaunching its Web site Feb. 25, women's apparel marketer Boston Proper has seen online sales grow from 33 percent of overall sales to 41 percent.
Enhanced merchandising capabilities is a factor driving growth at bostonproper.com, the Boca Raton, FL, company said. The relaunched site uses the MarketLive e-commerce platform. Boston Proper's e-commerce team now can cross-sell merchandise from different product categories and design promotions without the need for programming support. Also, items from any category can be grouped into a new category or into a themed product ensemble. Discounts or promotions can be applied individually or to all products in a group.
The site also is streamlined, letting customers reach products with fewer clicks.
As a result of these changes, not only has the number of orders increased, but full-price sales are exceeding expectations and the average order size is higher than usual.
Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters