January 24, 2007, 12:00 AM

Redesign and ‘finder’ help ShoeMall.com run up web sales by 44%

Led by a number of changes, including a site redesign, ShoeMall.com reported a 44% increase in 2006 online sales to $63.8 million.

Mark Brohan

Research Director

ShoeMall.com reported a 44% online sales increase for 2006. ShoeMall, a part of Mason Companies Inc., is No. 167 in the Internet Retailer Top 500 Guide to Retail Web Sites.

Company web sales for 2006 were $63.8 million, compared with $44.4 million for 2005. The growth is a result of three major initiatives, says Adrienne Hartman, Internet director.

First was a site redesign that produced a new look and used new e-commerce technology from Fry Inc. That included a key tool Fry helped develop called “Shoe Finder,” which is located on ShoeMall’s home page and enables visitors to shop by shoe size and price. “Our research showed those are the two most important things people look for,” Hartman says.

The third initiative was the launch of ShoeMall’s first print catalog. Catalog rollout included two mailings near the end of 2006 and coincided with the retailer’s first national ad campaign focusing on women’s fashion magazines.

ShoeMall also has seen a 50% to 75% decrease in online chats, Hartman says, as a result of deploying site search software from Endeca Technologies Inc. in late 2005. “Online chats decreased greatly because the new site is so much easier to use,” she adds.

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