Grainger emphasizes search engine marketing, targeted e-mail s, and mining online data.
Finding their way
Many paths can lead shoppers through a site.
Navigation is one of the most important yet trickiest of web site design challenges. Getting into the minds of customers and figuring out how they will want to navigate a site is not easy. And then once the navigation path is settled, the next challenge is setting up the data so it can follow the path.
Richard Sexton, president of furniture retailer Carolina Rustica, will speak about these challenges at the Internet Retailer Web Design & Usability Conference 2011 in a session titled “A navigation plan of action” on Monday, Feb. 14 from 9:30 a.m. - 10:30 a.m.
"The greatest challenge facing multi-line retailers is establishing multiple navigation options that reflect how customers shop for your product on both a global and site-specific basis,” he says. “There are an infinite number of possible permutations, but we as marketers need to get inside the heads of our customers to figure out what works for the majority of them.”
In the session, Sexton will share how Carolina Rustica recently overhauled its site navigation. He’ll discuss how he and his team analyzed their on-site navigation, what they learned, and how they launched revised navigation pathways to allow for both brand-conscious and design-oriented customers. He’ll share a template for an action plan that will allow attendees to do the same with their own websites.
Internet Retailer’s editors asked Sexton to speak because since founding Carolina Rustica 15 years ago, initially as an importer of Tibetan handicrafts, he’s successfully grown the company into a retailer of high-end furniture and lighting by embracing Internet technology and trends to grow its customer base.