A new senior web manager is bringing a fresh Internet approach to CDW Inc.
Since joining CDW from digital advertising firm Digitas in October 2006, senior e-commerce director Barbara Mousigian has been busy drawing up and implementing a new e-commerce design that reduces the time it takes serious online buyers of computers and related gear to make a purchase.
In December, CDW, No. 8 in the Internet Retailer Top 500 Guide, introduced a new web site design that features better navigation, more specific product and category content, a new solutions center, and bigger graphics. Also slated for rollout by the middle of 2008 is a new syndicated content relationship with WebCollage Inc., a New York-based provider of web content integration services, and a more effective attribute-based site search program. “In 2007 we laid the foundation for a new site structure that we will add on to this year and in the future,” Mousigian says.
CDW now organizes its web site and e-commerce strategy around five distinct customer segments: Small office/home office, small business, medium/large business, health care and non-profit. All customer categories are displayed prominently on the redesigned home page along with the new solutions center that organizes content by topics such as business continuity, data center optimization, security management and point of sale. CDW’s e-commerce site also features new personalization elements such as the “My Account” tab that lets registered users access various menu selections for an order center, quotes and favorites, and account management and support.
“With the new architecture and design, we are targeting certain customer segments and looking at the ways serious information technology buyers shop the site,” Mousigian says. CDW, which carries 160,000 SKUs in its online inventory, says that its 2007 web sales were strong, but won’t release year-end numbers for several more weeks.
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