March 4, 2010, 12:00 AM

How New York & Co. can use merchandising to turn browsers into buyers

Lauren Freedman, president of e-retail consultancy The E-tailing Group, is taking a peek into the online merchandising closet of apparel retailer New York & Co. Inc. She will present her findings at the Internet Retailer Conference & Exhibition 2010.

Paul Demery

Managing Editor, B2B E-commerce

New York & Co. Inc. knows it never hurts to take a second look at an outfit and identity if there’s room for improvement. The apparel retailer is opening its online commerce site to e-retail consultancy The E-tailing Group Inc. to uncover where could use dressing up in the merchandising department.


The E-tailing Group president Lauren Freedman , will present her consultancy’s findings at the Internet Retailer Conference & Exhibition 2010 in a session entitled The anatomy of an online merchandising redesign. Freedman will be joined by Andrea Gulli , vice president of e-commerce for New York & Co.


“We will address merchandising starting with on-site search, traditional merchandising tactics and category and channel-centric tools that are right for apparel retailers including the store locator,” Freedman says. “We’ll also look to see that customer service information is accessible on the site as well as if New York & Co. is taking advantage of opportunities to keep communicating with customers after they order.”


Freedman says the session will cover The E-tailing Group’s discoveries and discuss how online retailers can evaluate and prioritize their merchandising roadmap.


Why the editors asked Lauren Freedman to speak:


Lauren Freedman knows online retailing. It’s her business. A 15-year e-commerce veteran, Freedman used her expertise as a department and specialty store buyer to form The E-tailing Group in 1993. Her company’s annual mystery shopping and merchant surveys offer a broad snapshot of key players in online retailing as well as consumer behavior and preferences.

Full details about the conference and registration information are available at



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