July 8, 2005, 12:00 AM

Relaunched Kentucky Derby store experiences a 158% boost in sales

Web sales at Kentucky Derby online store have grown 158% in the last two months compared to the same time last year, the company reports. It relaunched TheDerbyStore.com in time for the running in May of the 131st annual Kentucky Derby horse race.

Kurt Peters

Executive Editor

Web sales at Churchill Downs Inc.’s Kentucky Derby online store have grown 158% in the last two months compared to the same time last year, the company reports. It relaunched TheDerbyStore.com in time for the running in May of the 131st annual Kentucky Derby horse race. The store migrated to Truition Inc.’s CMS Storefront hosted e-commerce platform for the relaunch.

“We had simply outgrown our existing online store and needed a solution that could be customized to our unique needs and high brand standards,” said Atique Shah, Churchill Downs` vice president of CRM and technology solutions. “Truition provided the technology and services expertise we needed.”

KentuckyDerby.com received 11 million unique visitors during Derby week alone. “This year’s growth in both sales and new customers is unprecedented,” Shah said.

New at TheDerbyStore.com are advanced merchandising and customer interaction features such as couponing, rule-based cross-selling and discount code integration.

To support the new online storefront, Churchill Downs also implemented an e-mail marketing campaign to the Derby’s fan base. It generated a 60% click-through-rate and 30% conversion-to-sale-rate.

Truition provides hosted and customizable e-commerce solutions for online sellers to such clients as Dell Financial Services, CompUSA, Major League Baseball, the National Basketball Association, ShopNBC, Revlon and Universal Music Group.

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