IRCE 2008 Session Descriptions
Listed below is the individual session description. To view a speakers' bio simply click the links inside the session description.
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Day Three—June 11, 2008 Track F: Web Technology Designed to Attract, Influence and Sell Few industries are as dependent on technology as is online retailing. Technology deployments thus are crucial to all e-retailers' success. This track will help attendees assess the right technology for their success. |
4:00 - 4:30 p.m. Organizing product data for more sales Andrea Downing,
VP, Home Entertainment and Partnerships, PBS One of the keys to a successful web site is organizing product information in such a way that shoppers can find what they're looking for quickly and easily. It's not as easy as it sounds, especially when a retailer's products are complex or change frequently. ShopPBS.com, the e-commerce operation of the Public Broadcasting System, faced just such a challenge as the number of programs that it offered on its web site grew. Finding that shoppers were taking too long to locate the products they wanted, ShopPBS's management took a long, hard look at the product organization and descriptions on its web site and decided that they needed an overhaul. It spent eight months crafting a new design that reduced by 50% the time it took shoppers to locate a product and complete a purchase. Our speaker this session will discuss how ShopPBS identified what it needed to do, the approach it took to solving the problem, the results and what it plans to do next. |