March 26, 2007, 12:00 AM to relaunch this week in first major redesign will go live this week with its first major redesign since the site went live in 1999. The new design will enhance merchandising opportunities to boost conversion by a potential 10% this year.

Apparel retailer Junonia will this week launch a new web site that’s been more than a year in development, the first major update since the site went live in 1999, director of e-commerce Tom Lindmeier tells The new alters the site’s former design and navigation to create more merchandising opportunities, with the projection that those opportunities could increase conversion by as much as 10% over 2007, Lindmeier says.

With Junonia’s IT function and e-commerce platform outsourced, the relaunch puts more capacity to create, test and optimize on-site merchandising into the hands of the site’s business managers, without having to process such requests through the outside providers, Lindmeier says. For example, the site redesign creates several standing templates that the site`s business managers can easily populate with different collections, promotions, or other special presentation of merchandise.

Lindmeier adds that the redesign also adds rich media functionality to the site; using technology from vendor Fluid Inc., the new site gives shoppers the ability to click a color swatch to change the color of the item of apparel to that color in the photograph. Previously, different color choices were displayed only in color swatches.

Lindmeier adds that within the next several weeks, also expects to add site search and guided navigation functionality from technology vendor EasyAsk Inc. to replace its existing site search function, which is an internally built solution.

The site already uses web analytics from Omniture Inc. for site metrics, but with all the new merchandising functionality, it expects to more actively test and optimize offers and other merchandising efforts, Lindmeier adds. Junonia is No. 403 in the Internet Retailer Top 500 Guide to Retail Web Sites.

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