Grainger emphasizes search engine marketing, targeted e-mail s, and mining online data.
Site redesign helps uncork sales growth at KLWines.com
A new site design is helping to drive up sales at KLWines.com, where October sales are up 40% over October of last year, co-owner Brian Zucker says.
Chief Technology Editor
A new site design is helping to drive up sales at K&L; Wine Merchants’ KLWines.com, where October sales are up 40% over October of last year, co-owner Brian Zucker says.
K&L; Wine Merchants, No. 327 in the Internet Retailer Top 500 Guide, launched a redesigned site earlier this year with San Francisco-based Terrace Consulting and design firm Weblinc, based in Philadelphia. The site also uses Microsoft SQL Server technology.
In addition to providing a broad range of new navigation options, the new design enables shoppers to find what they want faster and with fewer clicks, Zucker says. “It’s a cleaner look, with a main element of the design to improve navigation,” he says.
An unexpected benefit of the redesign is that a higher percentage of orders now come from shoppers going directly to KLWines.com instead of through e-mail marketing. “The site’s improved functionality is driving better conversions,” Zucker says. “In the past we had to rely more heavily on e-mail marketing.”