November 22, 2005, 12:00 AM

Flax Art gets a higher average order with its new site

Average order value at Flaxart.com has increased 12-13% since the San Francisco-based store, online and catalog retailer launched a new web site five weeks ago, Craig Flax, vice president of marketing, tells InternetRetailer.com.

Kurt Peters

Executive Editor

 

Average order value at Flaxart.com has increased 12-13% since the San Francisco-based store, online and catalog retailer launched a new web site five weeks ago, Craig Flax, vice president of marketing, tells InternetRetailer.com.

Flax Art & Design re-launched both of its web sites-Flaxart.com and apparel retailer TShipley.com-on a platform built by SysIQ. The sites were designed by local shop Groove Eleven and employ EasyAsk Inc. search and navigation technology.

With the re-design, Flaxart.com implemented several rich media applications from provider Scene7, including a zoom application for art paper. “With this feature, customers can see the really beautiful texture of the paper,” Flax says. However, the feature required re-photographing Flaxart.com’s entire stock, some 4,000 items, that took a team of four photographers four months to complete, Flax says. “We had reduced the resolution of all of our images for use on the web site and, unfortunately, had not kept the originals,” he says.

The site also features an interactive art project area using Flash animation that walks children and parents through several art projects, with written and animated directions on how to complete the projects. Shoppers can click on a button to generate a page of all the pieces needed for the project. Flax says the company is still installing its new analytics program and so he doesn’t know how well the demonstrations are working in regards to increasing sales or conversion rates. “Whether it causes people to buy the supplies for the art project isn’t really the goal,” he says. “We just wanted something that would engage people and we felt that would be a big differentiator for our site.”

The new site also allows Flax, No. 364 in the Internet Retailer Top 400 Guide to Retail Web Sites, to offer discounts on single items or free shipping to only segments of customers, something its previous system did not allow.

 

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