August 17, 2005, 12:00 AM adds upgrades, but maintains a sales status quo

To enhance the sale of health and beauty products, Quixtar Inc. is adding a new line of cosmetics and making additional site adjustments to

Mark Brohan

Research Director

To enhance the sale of its health and beauty products, which represent about 70% of its e-commerce revenues, Quixtar Inc. is adding a line of cosmetics and making additional site adjustments to

In October, Quixtar, the e-commerce and direct marketing subsidiary of Alticor Inc., which also owns Amway, relaunched its e-commerce site with an entirely new look and better tools and programs for navigation and content management. Now for its main site users, which are thousands of affiliates Quixtar calls independent business owners, the company is updating its shopping cart and adding more foreign language capabilities.

In 2004, Quixtar, No. 14 in the Internet Retailer Top 400 Guide to Retail Web Sites, expanded its e-commerce site to include more options for Hispanic and French Canadian site users. This fall the emphasis will be on expanding the site to include even more language capability, including displaying content in Chinese and Korean, adding more health and beauty products such as NAO, a new line of professional and artist-grade cosmetics, and upgrading the shopping cart.

The e-commerce platform upgrades, along with new lines of merchandise, are meant to reflect the changes in the demographics of Quixtar’s independent business owners. “In recent years, we’ve seen a change in the demographics of IBOs,” says Claire Zevalkink, Quixtar vice president of marketing. “New IBOs are trending younger and are more culturally diverse.”

Quixtar’s next e-commerce project will be upgrading the site’s shopping cart to include more options, specifically templates, that enable users to build purchasing histories and other data sheets that make re-ordering easier, says Randy Brancino, Quixtar vice president of sales.

For its 2005 fiscal year, which ends Aug. 31, Quixtar expects web sales to be about $748 million, essentially the same e-commerce revenues as 2004. “Sales will be about the same this year,” Brancino says. “But we expect to grow web sales nicely in the 2006 fiscal year.”



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