October 8, 2003, 12:00 AM

L.L. Bean rolls out site relaunch in time for the holidays

Convenience is the focus of site upgrades as LLBean.com adds Shop by Outfit and Mix and Match to make online shopping easier. A new Activity List feature pulls up a list of product recommendations when shoppers select an activity.

Kurt Peters

Executive Editor

L.L. Bean has rolled out new shopping features and faster checkout among the enhancements to LLBean.com in its first major site relaunch in two years, in preparation for the critical holiday shopping season that’s fast approaching. This year’s site upgrades focus on convenience, according to Mary Lou Kelley, vice president of e-commerce at Bean. “We want to help customers select products and make it easier for them to buy the products they’ve selected. Our goal is to establish LLBean.com as a leader in shopping convenience,” she says.

Toward that end, a new Shop by Outfit feature on the site lets customers view and purchase an entire women’s outfit on a single page. The new Mix-and-Match feature allows shoppers to swap out different combinations of styles and colors while placing their order from the same page. A new Activity List feature pulls up a list of product recommendations when shoppers select an activity. The site also has upgraded search functionality and streamlined checkout, as well as enhancing the offering of existing services such as personalization and monogramming, the company says.

“Our research tells us that web shoppers use short cuts and summarized information to help them make decisions and we are at the forefront by taking this to the next level of ease of shopping,” Kelley says.


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