February 17, 2005, 12:00 AM

Kenneth Cole uses site analytics to improve marketing and merchandising

To improve the way it interacts with customers, Kenneth Cole is taking gradual steps in using web analytics to improve online merchandising and e-mail marketing, Jose Muñoz, director of catalog and Internet, said at the eTail conference this week.

To improve the way it interacts with customers, Kenneth Cole Productions Inc. is taking gradual steps in using web analytics to improve online merchandising and e-mail marketing, Jose Muñoz, director of catalog and Internet, said at the eTail conference in Palm Desert, CA, this week.

With web analytics software from Omniture Inc., Kenneth Cole is using basic data showing the recency, frequency and overall purchasing value associated with customers in its marketing databases. Before using analytics, KennethCole.com emphasized having clean and simple merchandise pages showing only single products.

Introducing customers to cross-selling opportunities meant providing links to other packages. “Customers would go to another page for an up-sell, but they’d lose interest and leave the site,” he said.

To capture the initial interest customers were showing in cross-sells without adding too much clutter to its simple page designs, Kenneth Cole added six cross-sell product displays to page, letting customers view details and images without leaving the main product page.

“Page views went up 16% and the abandonment rate went down 25%,” Muñoz said.

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