September 7, 2006, 12:00 AM

Site redesign plays a key role in Spiegel turnaround

The redesigned Spiegel.com web site, which represents about 50% of Spiegel Brand Inc.’s sales, has played a vital role in the turnaround of Spiegel Brands Inc., Tony Chivari, senior vice president of marketing, tells Internet Retailer.

 

The redesigned Spiegel.com web site has played a vital role in the turnaround of Spiegel Brands Inc., boosting conversion rates for new customers by more than 50%, Tony Chivari, senior vice president of marketing, tells Internet Retailer.

Spiegel re-launched the site as part of its 2004 effort to reposition the Spiegel brand as an idea resource offering shopping tips and advice in addition to selling a wide variety of women’s clothing and accessories.

“What was important about the web site was to reflect that repositioning, reflect the new assortment of product in the way that we wanted the customer to see it, and really mirror the catalog,” Chivari says.

The redesigned site enables customers to shop by Spiegel’s lifestyle collections as well as by product category. “If she wants to search for tops, she can do that,” Chivari says. “But we make it just as easy to find those same products in our collections, in which case we’re portraying an assortment and a lifestyle that may resonate with her.”

Since the site redesign, conversion rates increased 59% for new customers and 43% for repeat customers, Chivari says, adding that Spiegel.com represents about 50% of Spiegel’s revenue.

Spiegel, No. 51 in the Internet Retailer Top 500 Guide to Retail Web Sites, also owns Newport News. It plans to launch a redesigned site for Newport News in November, a spokeswoman says.

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