November 18, 2005, 12:00 AM

Maplin Electronics boosts sales with e-catalog

U.K.-based retailer Maplin Electronics has found that 11% of new customers and 17% of existing customers make a purchase after using Maplin’s new online catalog, which is expected to drive up sales 5%, it says.

Paul Demery

Managing Editor, B2B E-commerce

 

U.K.-based retailer Maplin Electronics has found that 11% of new customers and 17% of existing customers make a purchase after using Maplin’s new online catalog, it said.

Maplin also figures the EasyFlip e-catalog from ActivePoint Inc. has an average visitor-to-sales conversion rate of 15% and will increase overall sales by 5%, the retailer said.

The e-catalog lets shoppers zoom in for details and click directly to a buy page. “The challenge has always been to present all of our products in an intuitive and easy to view manner, as there has always been a problem as to how many products you can show online given things like bandwidth restriction, screen resolution, and the ability to interact,” said Chris West, Internet channel manager for Maplin. “ActivePoint’s EasyFlip lets the customer interact like they would with our main printed catalog, but now they can hover over a product, zoom in, and get further details, and, the nice thing is it is integrated with our online purchasing process.”

Maplin also operates 104 stores.

 

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