April 18, 2002, 12:00 AM

Bluefly.com speeds up its content delivery

Bluefly, which has more than 30,000 SKUs and relies on heavy graphics to sell its merchandise, doubled the speed of page downloads with Fireclick’s Netflame2 product.

Kurt Peters

Executive Editor


When industry analysts noticed that consumers would no longer wait the proverbial eight seconds for online downloads, fashion discount retailer Bluefly.com started looking for ways to improve performance. Bluefly, which has more than 30,000 SKUs and relies on heavy graphics to sell its merchandise, started using Fireclick’s Netflame2 product late last year to help speed up its graphic image downloads. The result: Pages downloaded twice as fast as before, reports Alex Dorman, director of technology for Bluefly.com.

Netflame2 provides a "last mile" acceleration that uses predictive caching technology to pre-load pages that consumers are most likely to view in succession. Bluefly averages about 27 million page views per month.

"We turned to Netflame as a cost effective way to reduce the download times that are often associated with graphically rich pages," Dorman said. "Within minutes, Fireclick was able to deploy Netflame to our site, immediately reducing our download times and improving our customer experience." Bluefly had nearly $8 million in sales in Q4 last year.



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