November 30, 2011, 2:05 PM

The right fit

AmericanGreetings.com's redesign focused on the ways shoppers browse the site.

Zak Stambor

Managing Editor

Lead Photo

There are typically two ways shoppers navigate AmericanGreetings.com—by occasion or product. That’s why a redesign this year pared down the site’s look so that those two tabs, along with a Search tab and store locator, dominate the navigation bar. The site’s search engine enables a shopper to narrow his hunt by selecting the occasion, recipient and style of the card. Style is particularly important, says Sally Schriner, president of American Greetings Interactive, because the birthday e-card a shopper sends his friend will likely be different from the card he sends his mother-in-law. The site offers an array of product options, including e-cards, conventional paper cards and personalized paper cards. The retailer will even place a stamp on the card and drop it in the mail.

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