September 14, 2005, 12:00 AM strides to a another good year of web sales, e-commerce unit of Brown Shoe Co., is on track to double its web sales in 2005. For the second quarter, web sales increased $6.8 million, up 104.3%, to $13.3 million from $6.5 million for the same period in 2004.

Kurt Peters

Executive Editor Inc. is on track to double web sales this year. At the end of 2005, expects web sales to be in the range of $35 million, which is about double the online sales of $17.7 million the company put up in 2004.

“We’re on track to meet or exceed the same increases we’ve had in previous years,” says chief operating officer Dan Zuckerman., No. 159 in the Internet Retailer Top 400 Guide to Retail Web Sites, is a Brown Shoe Co. subsidiary and carries more than 300,000 products.

Rather than make any wholesale changes to its web site,, which has been selling online since 2001, is making only slight adjustments to site search and other performance applications. For instance, is adding new pop-up messages to product pages that will deliver more information on topics such as pricing, shipping and available inventory. is also enhancing its web site with expedited check out, larger product images and snappier text. “We have a large laundry list of incremental improvements we are making,” Zuckerman says. “We are looking to anticipate what the customer wants.” is Brown’s principal e-commerce site. In the second quarter, web sales increased $6.8 million, or 104.3%, to $13.3 million from $6.5 million for the same period in 2004.



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