Palm Beach Jewelry boosts upselling revenue with redesigned site
E-commerce sales rose 12-15% in the fourth quarter of 2004 over the year-earlier quarter at Palm Beach Jewelry, thanks to a redesigned web site that presents up-selling options to customers, COO Tim Holody tells InternetRetailer.com.
Palm Beach redesigned its site with MarketLive Inc. (formerly Multimedia Live) to make it more interactive with merchandise displays that encourage shoppers to consider more expensive items, Holody says. As online shoppers proceed through checkout, a pop-up presents them with an up-selling offer and a customer service number to call for more information. Call center operations are outsourced to Fort Lauderdale, FL-based Global Response. “Most of the incremental sales came from upselling,” he says.
Palm Beach ships about 1 million orders a year through its catalog and web site, with 10-12% of sales through PalmBeachJewelry.com, Holody says. “The web is definitely growing as a channel,” he says.
Palm Beach Jewelry is a subsidiary of privately held Seta Corp., Boca Raton, FL.
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