December 23, 2009, 12:00 AM

Blinds.com shoppers can see custom drapes online

The window treatments and accessories retailer is now enabling shoppers to see custom drapes on its web site.

Mark Brohan

Research Director

Window treatments and accessories retailer Blinds.com has launched a Visualizer Design Tool. The Visualizer allows shoppers to see how the fabrics they select would look as drapes.

“Just seeing a small swatch is not enough information for draperies. The Visualizer helps customers feel confident by seeing what they will look like,” says Esther Steinfeld, marketing manager, Blinds.com, No. 202 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name).

Last summer the company surveyed customers about what would make them feel most confident to make a purchase. Out of seven options, including searching by color, using a message board with feedback from designers and more photos, the Visualizer was picked among the top two choices by 58% of shoppers surveyed, the company says.

In the three weeks that the tool has been available, the drapes featured on the Visualizer tool have registered a 10% boost in conversion compared to all other product lines, Steinfeld says.

Blinds.com built the Visualizer using Adobe Scene7 technology. Steinfeld says the company is considering applying the tool to other product lines in 2010.

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