June 28, 2006, 12:00 AM

Indigo Books opens a new web chapter

To keep pace with rivals such as Amazon.com, Indigo Books & Music is updating its e-commerce strategy to include new merchandise categories and a revamped products page.

Bill Briggs

Senior Editor

To keep pace with rivals such as Amazon.com, Indigo Books & Music Inc. is updating its e-commerce strategy to include new merchandise categories and a revamped products page.

To make it easier to find merchandise, Indigo, No. 139 in the Internet Retailer Top 500 Guide to Retail Web Sites, will update is main product page template with new features such as better guided navigation that recognizes and corrects misspelled words or phrases, more book reviews and ratings, staff picks, and others, president and CEO Heather Reisman told attendees at the company’s recent annual meeting.

Specifically, Indigo, Canada’s largest books retailer, is updating its product page template to make it easier for customers to search and find merchandise. “These new changes are very much search-driven,” says Jonathan Ehrlich, executive vice president for online at Chapters.Indigo.ca, the retailer’s e-commerce site. “This site is very user-driven and we are looking to improve the customer experience.”

Indigo, which in January 2005 began a merchandising relationship with online jeweler Blue Nile Inc., also is adding two new merchandise categories. By November, in time for the holiday shopping season, Indigo plans to add a new educational toys category and an outlet center. “We will be carrying thousands of new SKUs in the toys category,” Ehrlich says.

To help with the new web enhancements, Indigo used Creative Good, a New York-based consulting firm, to help measure customer response to Chapters.Indigo.ca.

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