May 3, 2006, 12:00 AM

Danskin updates its e-commerce foundation

Seeking greater flexibility, Danskin will leave Yahoo Stores for a new e-commerce platform from Venda.

Mark Brohan

Research Director

Looking for greater flexibility in its Internet retailing operations, Danskin Inc. has decided to leave its Yahoo Store behind and move to its own e-commerce platform. The new platform is being implemented by e-commerce and CRM systems vendor Venda Inc.

“The Yahoo Store has many inherent problems that prevent us from maximizing our online business,” says Eric Nadler, vice president of sales operations and e-commerce.

With the new platform, Danskin will be able to offer more varied promotions, a My Account area and more information on the tracking of orders and order status. Danskin also will be able to more easily integrate third-party applications such as color change and dynamic zoom, Nadler adds.

The company will use the new platform to combine products for Danskin’s online business-to-business and business-to-consumer customers into one electronic catalog and enable more targeted promotions such as offering customers a free $10 gift with each $50 purchase.

The company, No. 302 in the Internet Retailer Top 400 Guide to Retail Web Sites, paid less than $100,000 for the entire new e-commerce platform project. The new platform is scheduled for a third quarter rollout.

Danskin began selling online in 2003 and today business-to-consumer e-commerce sales account for about 5% of total sales, though the company doesn’t break out most financial information. Danskin needed new e-commerce technology, especially zoom applications, to keep pace in the ultra-competitive apparel space, Nadler says.

Danskin, which uses ForeSee Results to measure and analyze online behavior, also noted that customers wanted more self-service tools and content. As a result, Danskin.com soon will feature customer reviews. “We are putting in a new promotions engine,” he says. “Customers want more reviews on the site. It’s a real hot button.”

Nadler contends the new e-commerce platform will help Danskin promote its entire inventory and drive traffic to stores that carry Danskin products. “People know us for the dance wear, but 60% of our products are active wear for women. The new technology will allow us to showcase the inventory and better promote the brand.”

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