By sharing site analytics data with its merchandise suppliers, Blinds.com tripled the sales volume of Levolor branded window treatments during a special promotion that the analytics data helped to create, chief marketing officer Dan Cotlar tells Internet Retailer.
Blinds.com, which is owned and operated by Global Custom Commerce, uses web site analytics from Omniture Inc. to learn how well shoppers are responding to different types of products, merchandise displays and promotions, then shares that information with suppliers, Cotlar says.
By sharing with Levolor analytics data related to earlier promotions for other products, Blinds.com was able to show the supplier how earlier promotions resulted in increased customer click activity, Cotlar says. Just as important, he adds, the retailer could prove to Levolor that it had the ability to quickly show the results of promotions.
Levolor agreed to conduct what Cotlar calls an innovative promotion-a $20 cash reward for each set of blinds purchased. “Our volume on Levolor products tripled during the time we had that promotion and then there was a halo effect of continued sales increases,” Cotlar says.
Jay Steinfeld, CEO and co-founder of Global Custom Commerce, No. 186 in the Internet Retailer Top 500 Guide to Retail Web Sites, says spending time with web analytics data is more productive than working with financial records like income statements and balance sheets. “We spend more time analyzing web analytics,” he says. “While income statements tell us what we did financially, web analytics shows us how we can be more aggressive with supplier promotions.”
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