The Top 500 apparel chain plans to expand its reserve online, pick up in store program, as well as its presence in China.
GoodGuys.com modifies site search to help boost sales
Sales rose 37% in April over April of last year at consumer electronics retailer GoodGuys.com Inc. Part of the growth stems from a revised search engine designed to upsell products. "More people are buying high-end products," CEO Walt Mulvey says.
Managing Editor, B2B E-commerce
Sales rose 37% in April over April of last year at consumer electronics retailer GoodGuys.com Inc., where part that growth stems from a revised search engine designed to upsell products to shoppers, CEO Walt Mulvey tells InternetRetailer.com. "More people are buying high-end products," he says.
GoodGuys.com modified its proprietary search function to better enable the site to direct shoppers to alternate products, resulting in more shoppers opting for high-priced goods, Mulvey says. When a shopper searches for a Toshiba DVD player and clicks on a model that appears in the search result, for example, a "Show me" link also appears to direct the shopper to models with similar or more features. For a Toshiba DVD player priced at $119, the "more features" link brought up a Toshiba DVD/VCR player priced at $159 plus a long list of feature specifications.
But the "similar features" link can produce even more higher-priced options, because it brings up a large number of products from several different brands. When that link was clicked after the initial search produced the $119 Toshiba DVD player, it brought up products priced as high as $599.
Mulvey notes that the search function doesn`t necessarily have to result in the sale of a higher-priced product in order to positively impact sales, since quickly showing a shopper a similar product with a lower price can make a shopper more likely to buy. "We can take shoppers from an advertised price to a better price," he says.