Health-and-beauty products retailer Quixtar.com compiled $683 million in sales last year, up 26% from $541 million in 2002, the company reports. To keep sales robust, it’s now overhauling the look and feel of its site with improved navigation, easier checkout and more prominent product displays.
In an effort to tie its overall merchandising strategy closer to its Internet operations, Quixtar, a subsidiary of Alticor Inc., which also owns Amway, will begin phasing in the new look beginning this summer, says Claire Zevalkink, the company’s vice president of marketing.
The online retailer sells direct to the public through an annual $20 shopping club membership, but the company’s main e-commerce traffic comes from thousands of affiliates it calls independent business owners. About 60% of Quixtar.com’s base of 13,000 SKUs are health and beauty products, which the company will merchandise heavily this year.
For instance, Quixtar is adding new products such as Nutrilite nutritional supplements, Artistry skin care and cosmetics (including Artistry Time Defiance Intensive Repair Serum) and Tolsom skin care for men.
Quixtar is also launching a sports nutrition line featuring Nutrilite supplements/energy bars and sports drinks from XS Power Nutrition. All of the company’s health and beauty products will be featured on the redesigned web site. "Two-thirds of our sales volume is generated through health, beauty and nutrition products," says Zevalkink. "We will emphasize these products even more with the redesign."