June 2, 2006, 12:00 AM

Fruit Company performing cornucopia of upgrades

To achieve a variety of significant goals, the company is in the midst of implementing numerous technologies and strategies.

Bill Briggs

Senior Editor

Executives at cataloger The Fruit Company this year are seeking to double total and online sales, increase shopper conversion rate, and improve customer loyalty. To achieve these many and lofty goals, the company is in the midst of implementing numerous technologies and strategies.

To begin with, the Fruit Company is introducing in-house and partner affiliate programs; the partners are DirectTrack and Linkshare. It also is implementing in-house Rich Media for product display modules. Other efforts include: monitoring web site and server performance with tools from Gomez Inc.; improving e-mail marketing campaigns’ quality and frequency with in-house and CoolerEmail technology; adding shopping cart functionality via in-house and Aivea technology; and creating The Fruit Company Business Solutions program for corporate gifting.

Overall, integrating all information in one system-from marketing to product details to shipping information-is essential to efficiently sustain growth, says Scott Webster, cofounder and CEO. “Creating efficiencies both in integrating shipping costs and processes into the shopping cart as well as enhancing fulfillment are key to our growth.”

The Fruit Company, No. 485 in the Internet Retailer Top 500 Guide to Retail Web Sites, reaped a good harvest in 2005. E-commerce sales reached $4.3 million, a 95.5% increase over $2.2 million in 2004.

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