In an effort to reach new customer segments and create more cross-selling opportunities, American Greetings is introducing a new home page and adding other site improvements, says Sally Babcock, general manager of AmericanGreetings.com.
American Greetings, No. 145 in the Internet Retailer Top 400 Guide to Retail Web Sites,
Introduced a new home page this summer and since then has been making adjustments and additions going into the major holiday season that runs from Halloween through Christmas.
The new home page features bigger graphics and text that highlights specific products such as electronic greeting cards. To generate more cross selling opportunities, the new AmericanGreetings.com home page also features links to other products, including party or special events invitations, calendars, gift cards, paper cards and wallpaper and screen savers.
“With the redesign we wanted to strike a balance,” Babcock says. “We wanted to draw more attention to our core e-card products, but also emphasize the other merchandise we offer.”
The e-commerce site already generates substantial traffic. In September, AmericanGreetings.com received 9 million visitors and traffic can swell to 20 million monthly visitors during peak holidays. But Babcock says the timing is right for an update. “We are cleaning up the site and making it easier to navigate,” she says.
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