Late last year Bare Necessities moved into a new warehouse and upgraded its fulfillment systems. It also replaced its homegrown search engine with site search technology from Celebros Ltd. Further, it added a number of new buyers and merchandisers to its staff.
With these efforts completed, the lingerie retailer today has a new goal: Optimize site search to aid not just shoppers but the company’s buyers and merchandisers.
Through ongoing site search optimization, BareNecessities.com will better present the company’s vast assortment of products in a more meaningful way for shoppers, says Dan Sackrowitz, vice president of marketing and business development.
“We’re trying to provide shoppers not all the choices but the best choices. With new site search and existing analytics tools we’re getting a better sense of what different shoppers are looking for. As a result we’ll be able to present them the products and choices they want,” Sackrowitz says. “Plus, the new buyers and merchandisers will be able to make more informed decisions on the assortment of brands and products instead of throwing products over the wall. They are becoming actively involved in what’s selling on the web and how products should appear online by analyzing products from the web customers’ perspective.”
Bare Necessities, No. 276 in the Internet Retailer Top 500 Guide to Retail Web Sites, sells more than 2,500 styles of lingerie from 120 brands. Last year the company grew web sales 38% to $18.3 million compared with $13.3 million in 2004, according to Internet Retailer estimates.
“We believe we have barely scratched the surface of our potential online,” Sackrowitz says.
One of the reasons the company has been successful online is its nearly 40 years of experience in merchandising in the intimate apparel industry, he adds, and these latest web improvements will enable the company to bring more of that experience online.
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