Design Within Reach Inc., a multi-channel retailer of modern design European-style home furnishings, increased its 2005 e-commerce revenues 16% to $29.2 million from $25.1 million in 2004, the company says in its recently filed 10K report.
Design Within Reach also notes that the web is playing an increasingly important role in the retailer’s multi-channel strategy. “During the second half of fiscal year 2005, approximately 67% of online buyers had previously been mailed a catalog and chose to purchase at DWR.com, sometimes after visiting a studio or speaking with a customer service representative over the phone,” the company says in its annual filing.
In 2005, the web represented 18% of total sales of $158.2 million compared with 21% in 2004. As the company looks to grow its e-commerce channel, advanced web technology will play a prominent role, says Design Within Reach. “We believe that features such as zoom, product color changes and printable product specifications, increase functionality and differentiate our web site from those of our competitors,” Design Within Reach says in its 10K.
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