September 14, 2006, 12:00 AM

SureSource finds a way to build on the reputation of its branded partners

Operating retail sites for brand manufacturers like Kitchen Aid, SureSource enjoys a lot of credibility from visitors who link directly from the manufacturers’ sites. But now a new security system is boosting its reputation—and sales—even more, it says.

 

Operating retail sites for brand manufacturers like KitchenAid, SureSource enjoys a lot of credibility from visitors who link directly from the manufacturers’ sites. But now a new security system is boosting its reputation-and sales-even more, Mike Mullen, director of e-commerce, tells InternetRetailer.com.

SureSource operates about 50 retail e-commerce sites for manufacturers such as Crayola and Guinness, for which it recently began deploying the Hacker Safe site security monitoring system from ScanAlert Inc. After conducting tests of the shopping behavior of customers-half of whom were shown web pages with the Hacker Safe logo and half who weren’t-ScanAlert and SureSource found increases in sales ranging from about 6% to more than 10%, Mullen says.

ShopKitchenAid.com, for example, realized 9.29% more sales from the group presented with the logo than from the opposite group, while Conair-Store.com got a 10.2% spike in sales from consumers presented with the logo.

The increases were surprising, Mullen says, because many of their visitors link directly from the manufacturers’ sites and, therefore, are less likely to be concerned about the credibility of the retail sites. The sites also serve as the manufacturers` official online retail channels.

“When shoppers link to us from the manufacturers’ sites, they really trust us,” he says. “So that makes the 10% increase in sales even more impressive.”

 

 

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