December 5, 2013, 12:32 PM

KingArthurFlour.com: Young at heart

King Arthur Flour may be one of America's oldest retailers, but they are light years ahead of most when it comes to design.

Frank Tong

Senior editor, China

Lead Photo

Flour and baking products manufacturer, King Arthur Flour, founded in 1790, is among the oldest American companies. But it is a pioneer in web site design. KingArthurflour.com is one of the few fully responsive e-commerce sites. The site affords an intuitive, pleasing and inspiring experience. Its formula for design is to keep it simple and straightforward so that it can automatically adapt to different devices, from PCs to mobile phones and still look good. After it completed its responsive redesign project, the site quadrupled its mobile traffic and doubled mobile sales. The site also improved search functions this year, and creative navigation further lets consumers shop according to how they will use King Arthur products, such as for "make, freeze, and bake" recipes.

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