Federated Direct’s Macys.com site is reaping the benefits of its July redesign, when it added such personalized shopping features as My Macy’s Closet, wish lists and designer boutiques. Kent Anderson, president of Macy’s Direct, says conversion rates in August were up 150% over last year, while orders taken has increased over 200%.
Anderson says the site relaunch sought to take customers’ expectations into account as well as to advance Federated’s multichannel strategy. “Our customers expected the web site to be a clear representation of Macy’s in the real world, but they also were willing to try new online features that emulate real world shopping, such as comparison shopping, search capabilities and personalization,” Anderson says.
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