May 31, 2006, 12:00 AM

Allen Brothers beefing up online functionality

The pure-play steak retailer is making significant changes to its site while preparing to add some surf to its turf.

Mark Brohan

Research Director

To create a more thorough, simpler and convenient online experience for shoppers, pure-play Allen Brothers Inc. is adding new tools and capabilities to its e-commerce site. Additionally, on the back end, the company is integrating its order processing, fulfillment and tracking systems.

Allen Brothers, No. 384 in the Internet Retailer Top 500 Guide to Retail Web Sites, sells beef, lamb, duck, poultry and other perishable goods. The company is in the midst of implementing numerous web enhancements to improve the shopping experience and, in the end, increase sales, says Todd Allen Hatoff, president.

Web site enhancements underway include: simplifying the checkout process; easing the reorder process; adding functionality to enable customers to shop and check out simultaneously for multiple gift recipients; and expanding online account management with address book, order history and order tracking functions. The company also is increasing advertising spending across multiple mediums.

On another note, Allen Brothers plans to launch a new e-commerce site later this year. The new site will be dedicated to an Allen Brothers seafood product line.

In 2005 Allen Brothers lassoed $10 million in sales, a 20% jump over $8.3 million in 2004, according to Internet Retailer estimates. The company, Hatoff says, is on target to reach its goal of increasing sales in 2006 between 50% and 75%.

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