February 1, 2006, 12:00 AM

Norm Thompson Outfitters reaping the benefits of redesigned web sites

The redesigned web sites feature faster search, rich media applications and zoom tools that enable customers to see more product detail. The redesigns also helped Norm Thompson increase sales and customer satisfaction levels.

Mark Brohan

Research Director

In September, Norm Thompson, No. 99 in the Internet Retailer Top 400 Guide to Retail Web Sites, relaunched NormThompson.com, SolutionsCatalog.com and Sahalie.com on an e-commerce platform from MarketLive Inc.

The redesigned web sites feature faster search, rich media applications and zoom tools that enable customers to see more product detail when they shop. But more importantly, the redesign also helped Norm Thompson increase its 2005 web sales to $69.1 million, a 14.1% increase from e-commerce sales of $61 million in 2004, and increase customer satisfaction, company executives say.

After the redesigned sites went live, Norm Thompson retained customer satisfaction measurement company ForeSee Results to measure how satisfied shoppers were with the improved sites and their shopping experience. The result was an increase of between 2 points and 5 points on various customer satisfaction touch points. For instance, Norm Thomson’s increased clarity of product descriptions increased by 2 points on the customer satisfaction index while faster search resulted in a 5-point gain. “Our measurements went across several categories,” says Debbie Hess, director of Internet marketing. “The redesigned web sites and the measurement of customer satisfaction are helping us create a better shopping experience.” With enhanced web sites, Norm Thompson can now display more product information on index pages and show customers pricing earlier in the browsing cycle, Hess says. “We’ve increased the amount of the product information on the sites and made it easier to find,” she says.

Hess will speak at the Internet Retailer 2006 Conference & Exhibition in an educational session titled Redesigns: The Need for Them and Strategy Behind Them.

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