January 28, 2005, 12:00 AM

Lillian Vernon unveils a new web site and new multi-channel marketing plans

A major site redesign is helping Lillian Vernon expedite its e-commerce and multi-channel marketing strategies. The new site, unveiled this week, features improved navigation, check-out and personalization.

Kurt Peters

Executive Editor


A major site redesign by Fry Inc. is helping Lillian Vernon Corp. expedite both its e-commerce and multi-channel marketing strategies. The new site, which Lillian Vernon unveiled this week, features improved navigation, check-out and personalization programs. The new site also lets Lillian Vernon, the Rye, NY, direct marketer of gift, houseware, gardening, seasonal and children`s products, react more quickly to shopper behavior.

For instance, a series of three prominent images offering the site`s latest merchandise and special offers can almost instantly be reconfigured or changed entirely to change with buyer behavior and hot-selling items.

The new web store carries about 6,000 SKUs. Lillian Vernon is using the web store and other upcoming changes to expedite its multi-channel strategy, says president Jonathan Shapiro. For instance, Lillian Vernon, which mails more than 100 million catalogs annually, will feature the web store more prominently in future editions. Lillian Vernon is also using the web to test more catalog products and prices before publication and will e-mail special upcoming catalog offers to its base of about 2 million e-mail names.

Today, the web represents about 38% of total sales for Lillian Vernon, but Shapiro says the company wants the web channel to grow to at least 50%. "We are taking steps forward in our drive to become a better multi-channel retailer."


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