The Guild’s Artfulhome.com starts with a fresh palette
The Guild Inc.’s newly remodeled Artfulhome.com web site features enhanced search capabilities, easier navigation and new ways to shop by preference. The site also sports a fresh look with product images up to 225% larger than in the past, and additional product views including images from The Guild’s catalogs.
The Guild Inc., No. 444 in the Internet Retailer Top 500 Guide, is an online retailer of original arts and crafts items shipped direct to customers from top North American artists. Artfulhome.com is the new e-commerce brand for the company, taking over from Guild.com. The Guild’s roots are in the catalog business.
Enhanced site search includes a tool from Endeca Technologies Inc. that offers helpful suggestions when customers misspell a word or name in their search. Results can be sorted by price, date and best-sellers. A new advanced search tool enables customers to shop among 12,000 online items by criteria important to them, such as price, color, size, theme or artist. Shoppers now can choose to view up to 96 items on a page, rather than clicking through multiple pages of results.
The new e-commerce tools already have yielded a significant reduction in null searches and substantial increase in categories of merchandise that previously did not sell well, says Dawn Wayt, vice president of online marketing, because customers couldn’t find them.
The improved navigation structure condenses the number of main category choices from 24 to seven, making it easier for customers to find the types of products they want. New navigation capabilities also present options for refining search results by criteria such as price, color or theme.
The site now includes e-mail or Really Simple Syndication alerts that customers receive when new artwork is added to the site in their favorite categories, and a catalog quick order feature. MyBuys Inc. provided the art alert technology.
Artfulhome.com’s redesign, its first since 2002, commenced a soft launch in February. The preference shopping, imaging, catalog quick order, navigation tools and overall design were developed in-house.
Toni Sikes, The Guild’s CEO, will speak at Internet Retailer Conference & Exhibition, June 4-7 in San Jose, in a session titled Show Me the Money Without Showing Me the Door.
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