April 24, 2008, 12:00 AM

Danskin.com makes sales jump with personalization tool

Danskin.com—a retailer of dance wear and active wear—boosted online conversion rates by 56%, using personalization technology to trigger custom web campaigns for visitors to the site, the retailer says.

Danskin.com-a retailer of dance wear and active wear-boosted online conversion rates by 56%, using personalization technology to trigger custom web campaigns for visitors to the site, the retailer says.

Danksin.com, No. 361 in the Internet Retailer Top 500 Guide, used Sitebrand’s Retail Marketing Suite to change the contents of a page based on the user’s geographic location, says Jessica Koster, director of e-commerce marketing. In one case, Danskin created a seasonal campaign for Texas-“Beat the Texas Heat”-during a heat wave in that state.

“Anyone arriving from Texas would see that message and the special promotions we were running,” she says.

The retailer also can personalize web pages based on such other factors as merchandising priorities or search keywords, Koster says. Danskin uses the personalization technology in combination with its site search engine to help customers locate items not easily found with its navigation system.

For example, Wal-Mart Stores Inc. carries a lower-end line of Danskin items. Because Danskin didn’t carry that exact brand, Wal-Mart shoppers coming to the site had trouble locating comparable items, Koster says.

“Because we know they are cost-conscious consumers, when they search for that brand, we direct them into a sales attic where we have discounted merchandise,” she says.

Danskin also generates targeted pages tied to the eight triathlons it sponsors each year, Koster says. When participants go to Danskin.com to check their race results, the site greets them with a page congratulating them for completing the race and offering a discount on a purchase.

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