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