Eastern Mountain Sports boosts sales with better content management
Outdoor sports apparel and gear retailer Eastern Mountain Sports has boosted online sales through improved content management that has made e-mail marketing campaigns more effective, IT director Rory Steer tells InternetRetailer.com.
"We recently experienced one of our highest online sales volumes for a single day, and overall the site performed very well," Steer says, adding that Eastern Mountain uses the Mirror Image Internet content management network. "We`re very happy with the performance of Mirror Image in respect to e-commerce support and managing heavy site traffic." Eastern Mountain Sports is No. 264 in the Internet Retailer Top 400 Guide to Retail Web Sites.
“It’s important to be able to handle that traffic load and not reduce your performance because you’re getting all those hits at the same time,” says John Rozen, chief operating officer of Mirror Image Internet. “Customers need to have a good experience so they’ll come back.”
By hiring a content delivery service, a retailer can manage temporary increases in traffic without sinking money into permanent infrastructure, Rozen says. That’s because traffic is routed to caching or proxy servers loaded with the same content found on the retailer’s own web site.
For example, Mirror Image was able to improve web site performance of Eastern Mountain Sports by 40%, even though the retailer’s e-mail campaigns typically drive four times the normal traffic to its site, Rozen says.
Eastern Mountain Sports hired Mirror Image because it wanted to improve the speed of downloading pages without purchasing additional bandwidth, the retailer said.
Back...
