December 20, 2006, 12:00 AM

A tightly wrapped package increases holiday traffic at YOOX

For the holidays, YOOX unveiled a new web sales strategy and a page design it’s calling the “Gift Machine.” As a result holiday traffic has increased by 35%.

Bill Briggs

Senior Editor

Online apparel retailer YOOX figures a tight and brightly wrapped package is one sure way to attract web shoppers. And so far the retailer’s hunch is paying off. Holiday web traffic to the company’s U.S. e-commerce site is up by 35% over 2005 and the average order is for more than $200.

For the holidays, YOOX, No. 320 in the Internet Retailer Top 500 Guide to Retail Web Sites, unveiled a new web sales strategy and a page design its calling the “Gift Machine.”

The design on YOOX.com features e-cards, specially priced gifts and new designer brands for the holidays. Other online retailers are offering similar programs, but what makes YOOX’s Gift Machine different is how the merchandise and web pages are packaged, says Massimiliano Benedetti, vice president of global sales.

The Gift Machine features “Miss Santa Claus” as a virtual companion who guides web shoppers through their Christmas shopping experience. The image and accompanying content were created for YOOX by well-known Spanish artist Miguel Angel Martin.

“We were looking to distinguish ourselves as different to the customer both in terms of products and in terms of interface to stand out beyond all the other players,” says Benedetti. “Quite often buying gifts for Christmas sounds like a stress, while on YOOX we want it to be a fun game. The game is in the way we have designed the special areas and the product selection, available only at YOOX, like the exclusive collection from Jeremy Scott or Agatha Ruiz de la Prada.”

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