December 12, 2008, 12:00 AM

Orders and traffic at Mack’s Prairie Wings takes flight

Mack’s Prairie Wings, which sells waterfowl-specific hunting equipment and clothing, is expecting a 31% increase in online sales in 2008. In addition to the sales growth, the company has also seen a 72% traffic boost this past fall.

Online sales at waterfowl hunting equipment and clothing retailer Mack’s Prairie Wings are projected to be 31% higher than last year and traffic has risen by 72% compared to the same period last year. The company credits the gains to its upgraded e-commerce platform.

Mack’s Prairie Wings, which operates a store in Stuttgart, AR, and a catalog as well as its online store, MacksPW.com, migrated to Ability Commerce’s e-commerce platform, Ability SmartSite, last year.

“We’re very proud of the growth we’ve had this year,” says Cheryl Raney, chief financial officer, Mack’s Prairie Wings. “Having the right e-commerce software lets us take advantage of opportunities despite what’s going on with the economy.”

Ability SmartSite improved Mack’s e-mail marketing efforts by setting up protocols that automatically send personalized e-mails with offers geared to a shopper’s recent purchasing history, according the company. In addition, with Ability SmartSite, the site has been able to feature enlarged images and more detailed product information as well as online discussion boards.

Online sales are projected to be about $6.9 million for 2008, 30% of Mack’s Prairie Wings’ total sales of $23 million.

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