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Believing that fewer products would allow pages to load more quickly, OshKosh B’Gosh quickly heard from customers that they wanted more. Now sales are up, and page-load time hasn’t deteriorated, OshKosh says.
As part of its retail web site redesign project started earlier this year, apparel manufacturer OshKosh B’Gosh Inc. is responding to customer feedback by displaying more products and making them easier to find within particular categories. "Sales have dramatically improved in the last couple months," Jon Dell’Antonia, vice president of MIS, tells InternetRetailer.com.
"Our original thinking was by putting less product on the site, pages would load more quickly," he says. "But consumers complained that there were not enough products." Even when products that shoppers wanted actually were on the site, they had difficulty finding them because they had to click through multiple pages, he adds.
The Oshkosh, WI-based company is working on site redesign with LiveMarket, a division of Pacific Magtron International Corp. , which also hosts and maintains OshKoshBgosh.com.
A key part of the redesign so far is the display of a broad assortment of products within each category, enabling shoppers to simply scroll down a page to see the entire assortment. So far, Dell’Antonia says, OshKosh hasn’t received any complaints from customers about speed of page downloads.
Other changes in the works include a more elaborate left-side navigation bar that will appear on every page, making it easier to move throughout the site, Dell’Antonia says, adding: "We’re committed to making continued improvements."