November 29, 2011, 1:46 PM

A sweet site

Old Time Candy Co. conducts a massive redesign and makes shopping fun.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

Old Time Candy Co. turned an old, clunky site into a sleek, rich entertainment. And entertainment is key, as the products it sells are fun: candy from past decades. Atop the home page the tag line “candy you ate as a kid” draws shoppers into their nostalgic stroll in a clever way. Categories and sub-categories feature lengthy descriptions of what shoppers are getting into. And nine colorful home page tabs allow a consumer to shop in several ways, such as Candy By Decades, Candy By Occasions and Walk the Candy Aisle. Old Time Candy enables shoppers to personalize the tops of candy boxes with their custom messages and images. And, recognizing that this is a perfect gift, the e-retailer offers an unusual service: a staff member will handwrite a gift card, adding a truly personal touch.


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