May 12, 2004, 12:00 AM

Conversion rates shine at Illuminations after it outsources web catalogs

Outsourcing its catalogs has freed time and resources to allow multi-channel retailer Illuminations to focus on its core business, the company says. Next up: using the hosted function to deliver personalized catalogs to customer segments online.

Outsourcing its catalogs has freed time and resources to allow multi-channel retailer Illuminations to focus on its core business of merchandising and led to increased web site conversion rates, the company says. Next up: using the hosted function to deliver personalized catalogs to customer segments online.

Conversion rates at Illuminations.com are up since it implemented technology from provider Scene7, according to Clay Lingo, direct-to-consumer vice president at the candle and home accent retailer. "We know the quality of our product will come through, and our customers appreciate that, as our increase in conversion rates can attest to," Lingo says.

Under the hosted solution, implemented in under one week, Illuminations is outsourcing the publishing and hosting of its web catalogs. Illuminations delivers digital files of its paper catalog pages to Scene7, which uploads the files onto its dynamic imaging-on-demand network. The system orders the catalog pages, adds the links to product pages on Illuminations’ web site, and layers in interactive features such as Zoom and pan. Illuminations can review the catalog via Scene7’s hosted network and, once approved, the catalog is linked to the retailer’s home page.

Following a trend toward a segmented catalog approach, Illuminations says it will in the future use Scene7’s e-catalog publishing to deliver a personalized online catalog to segments of its customer base.

 

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