October 17, 2007, 12:00 AM

EverythingFurniture.com adds e-commerce tools to aid product hunt

Web-only furniture retailer EverythingFurniture.com has introduced furniture videos and a new search engine to help increase shoppers’ knowledge about products and cut site abandonment rates.

Web-only furniture retailer EverythingFurniture.com has introduced furniture videos and a new search engine to help increase shoppers’ knowledge about products and cut site abandonment rates.

After experimenting with online video in late 2006, EverythingFurniture.com decided to take another run at the technology. The plan was to make the online shopping experience a little closer to doing it in person, says Scott Perry, CEO at Everything Furniture Inc., No. 302 in the Internet Retailer Top 500 Guide. The company operates EverythingFurniture.com and EverythingOfficeFurniture.com.

In August EverythingFurniture.com began using product video from a manufacturer, which it remixed and enhanced using Flash technology from Adobe Systems Inc. The company also began videotaping furniture for its own video. The videos were not perfect, Perry notes, but customer feedback was encouraging.

“Customers said they can see so much more with video than a picture and they can hear about the products, too,” Perry says.

The company now has about 100 product videos online and is producing another 50 or 60 in coming weeks, Perry says. The focus now is on Christmas, and subject matter includes video game chairs, fireplaces and jewelry armoires.

Products chosen for video are higher-end or more popular items and so far the results have been good. Perry wouldn’t disclose numbers but says products with video are converting significantly higher. “The only downfall is it’s expensive and time-consuming to produce videos,” Perry says, but wouldn’t divulge his investment to date.

Everything Furniture is using WebVideoZone.com LLC to host the online video because the company provides quick video loading times, Perry says, along with data on which videos are played, how often, whether they run all the way through to the end and whether they are shared with someone else.

Perry says the company evaluated four or five video hosting companies and weighed handling the task in-house before deciding on WebVideoZone.com.

Everything Furniture also upgraded it search engine with the September rollout of a new application from Celebros Inc. The tool helps manage the company’s 17,000-item inventory, Perry says.

Since installing the search engine on its Yahoo e-commerce platform, EverythingFurniture.com has cut its abandonment rate in half, Perry says. The technology analyzes shopper search behavior and shows higher-converting and best-selling items first, he adds.

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