November 29, 2001, 12:00 AM

Federated scales back Bloomingdales.com to a support role

Only five months after it re-designed and re-launched its two main e-commerce web sites, Federated Department Stores Inc. is scaling back its e-commerce efforts with Bloomingdales.com and directing future online resources to Macys.com.

Kurt Peters

Executive Editor

Only five months after it re-designed and re-launched its two main e-commerce web sites, Federated Department Stores Inc. is scaling back its e-commerce efforts with Bloomingdales.com and directing future online resources to Macys.com, the company announced Thursday afternoon. Federated says effective Feb. 1, it will transition Bloomindales.com from an online e-commerce site to primarily a marketing site that supports the Bloomingdale’s store brand. The site will continue to offer online services such as electronic order forms for Bloomingdale’s catalogs and it will continue its partnership with WeddingChannel.com for bridal registry services.

In addition, Macy¹s.com will scale back such online product categories as petites, larger sizes, career and swimwear, while expanding selections in its more successful online categories: bridal, home, gifts and jewelry. Federated is shutting down the Macy¹s catalog operation as well. Federated had combined catalog and online operations for both Macy¹s and Bloomingdale’s within the last 18 months, creating the Macy¹s Direct and Bloomingdale’s Direct division that worked under the Federated Direct umbrella.

Federated is eliminating about 100 jobs in such areas as technical support, programming personnel, merchandising and administrative staff as part of the reorganization.

ComScore Networks Inc., which tracks Internet activity, says Bloomingdales.com ranked 5,381 out of 10,000 worldwide sites it tracked in October, with 321,000 visitors. Bloomies lagged competitive sites Nordstrom.com, which comScore says hosted 1.356 million visitors in October, and NiemanMarcus.com, which hosted 448,000 in October, and sister site Macys.com, which 1 million web browsers visited in October.

 

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