ShoeMall.com is reaping the benefits of a web site redesign and more targeted marketing.
In 2007, ShoeMall, an operating unit of Mason Companies Inc. and No. 153 in the Internet Retailer Top 500 Guide, posted web sales of $85.1 million, an increase of 33.4% from web sales of $63.8 million in 2006.
In late 2006, ShoeMall unveiled a retooled web site using updated e-commerce applications from Fry Inc. That redesign, in conjunction with more targeted e-mail marketing using a new service from CheetahMail, is helping ShoeMall launch more segmented campaigns. “We’ve been able to grow our list by at least 100% and perform much more specific e-mail campaigns,” says Internet director Jodi Bresina.
The typical ShoeMall.com customer is female. About 70% of all shoppers are women ages 20-50 with college degrees and good annual income. With better e-mail technology and better reporting using a new web analytics package from Omniture Corp., ShoeMall is concentrating on other ways to bring more focused branding and merchandising messages to its core audience.
In 2008, ShoeMall will work on improving site optimization by redoing its landing pages. The company also is looking at creating a blog. “We want to help shoppers find the precise merchandise they are looking for,” Bresina says.
ShoeMall, a part of a company in the shoe retailing and manufacturing business for 104 years, carries an online inventory of 300 brands and 18,000 styles.
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