August 24, 2005, 12:00 AM

Limoges Jewelry implements better site search

Limoges Jewelry will rely on a new site search program from Atomz and slight modifications to its shopping cart to help generate more sales this upcoming holiday shopping season. The web jeweler is also finding a new customer base in younger shoppers.

Mark Brohan

Research Director

Limoges Jewelry will rely on a new site search program and slight modifications to its shopping cart to help generate more sales this upcoming holiday shopping season.

“Last year we redesigned the site and this year the emphasis is on more sales conversions,” says Nazish Faruqi, e-commerce manager for MBM Co., which owns and operates Limoges Jewelry and LimogesJewelry.com.

Earlier this year Limoges Jewelry, No. 372 in the Internet Retailer Top 400 Guide to Retail Web Sites, replaced an internally developed site search program with new technology from Atomz Corp.

With newer technology, Limoges Jewelry has reduced the number of failed searches and credits better site search with helping to boost its overall sales conversion rate to above 3%. “We are above the industry average,” Faruqi says.

Before the start of the holiday shopping season, Limoges Jewelry will also be making slight adjustments to its shopping cart program to increase the opportunity for more cross-selling. For instance, during the checkout process Limoges Jewelry will feature more related merchandise and post a message advising customers of an offer for free shipping.

Limoges Jewelry, which sells custom-crafted and personalized jewelry, is also seeing younger customers shopping online. As a result of a more diverse customer base, the average ticket has increased to between $40 and $50, Faruqi says.

“Our average customer buys items from $19.99 to $24.99, but they tend to buy at least two items,” she says.

 

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