Alexander Doll Co. Inc. has launched its first e-commerce web site that enables consumers to buy dolls and accessories. The site has 325 items for sale, with more to come, says Robert Porell, CEO of Alexander.
The site allows consumers to shop by such categories as doll size and age range. Alexander’s previous site offered no option to buy dolls directly from the site. Dolls purchased through the redesigned site will ship either from the company or a network of more than 50 retailers.
“We expect that customers who have existing relationships and dealers will keep those relationships,” Porell says. “Our web site will capture incremental customers and sales through our brand presence and increased marketing to consumers.”
Consumers on the site can shop for dolls using zoom and 360-degree viewing, along with close-ups. The site, madamealexander.com, also offers shoppers information about the history of the 87-year-old company and its Madame Alexander brand of dolls.
The site’s development took six months, Porell says.
Alexander hired Popcorn Communications for site design. Shopatron Inc. is handling the back-end order management tasks, which allows consumers to make a purchase at the site but receive the item from a retailer near the consumer’s location.
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