Lillian Vernon soft-launches new web site ahead of rollout this month
Lillian Vernon Corp. this week soft-launched in selected markets the enhanced web site it will roll out nationwide later this month. The new site, the result of a year-long, $4.5 million development project, offers shoppers a cleaner look and easier navigation, as well as back-end system improvements that the company says will significantly reduce order fulfillment times.
The re-launch underscores the web’s increasing role at the Rye, NY-based cataloger, which is celebrating its 50th anniversary. Web sales at Lillian Vernon rose 40% for the six months ended Aug. 25, while sales through its eight catalogs recently have declined overall. Internet sales are projected to contribute some $30 million to revenues in 2002 for the company, which had sales of $287.1 million for its last fiscal year ended February 24.
The Internet’s strategic important to Lillian Vernon goes beyond sales. CEO Lillian Vernon says the company has been using its web site, up since 1996, to test consumer response to merchandise before rolling it out in printed catalogs, and to liquidate overstock more effectively. “Right now, we’re beginning to liquidate Halloween items,” Vernon tells Internet Retailer. “With a few weeks until Halloween, the web gives us a chance to clear maybe $1 million in Halloween merchandise. If we didn’t have the web, we’d have to put it back in inventory until next August.”
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