January 13, 2010, 12:00 AM

ID Wholesaler.com conjures up a newly designed web store

A web site redesign helped online photo identification and security products retailer ID Wholesaler grow annual web sales by about 7.3% to $17.5 million in 2009. The redesigned site features guided navigation and customer reviews.

Bill Briggs

Senior Editor

A new redesign and e-commerce platform helped online photo identification products retailer ID Wholesaler grow annual web sales by about 7.3% to $17.5 million in 2009 from $16.3 million in 2008.

In August, ID Wholesaler, No.388 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), worked with web site design firm Fuze LLC to update its e-commerce site with cleaner pages, guided navigation and bigger images. The new design also features a navigation bar on the top of the home page and other pages that highlights the site’s core product categories such as printers, photo identification systems and related supplies.

To improve customer service, the web site now gives repeat shoppers, who account for a majority of ID Wholesaler’s customers, the option of one-click reordering. “In the current economy the money we spent on a redesign helps keep us competitive and makes it easier for our customers to do business with us,” says ID Wholesaler marketing manager Jennifer Clancy.

At the same time ID Wholesaler redesigned its web site it also installed an updated e-commerce platform from Miva Merchant and a customer reviews application from PowerReviews Inc. With better technology and a new design, ID Wholesaler is now working on plans to segment its customer lists and improve its e-mail and pay-per-click campaigns. “When we do a paid campaign, the new design will now take visitors straight through to an improved product landing page with more content and guided navigation,” says Clancy.

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