Bombay Co. relaunches three web sites with improved navigation
Fort Worth, TX-based Bombay Co. has relaunched its three B2C web sites, with improved navigation and broader merchandise display. BombayCompany.com, the recently-added BombayKids.com and BombayOutlet.com, updated simultaneously, feature new tabs and navigational functions in the same location across each site’s pages to promote a consistent shopping experience.
The relaunched sites also reflect Bombay’s new cross-channel strategy of using the web not only to drive sales but also to drive customers to Bombay`s more than 400 locations. Under that strategy, the company now displays all Bombay merchandise on the sites; previously, only merchandise available online was displayed. The strategy gives customers the option of buying in Bombay stores, online or by catalog. All channels will mirror promotional events scheduled for the stores.
The improved web shopping experience is expected to boost web sales significantly, according to Bombay’s operating vice president of e-commerce Matt Corey. "We expect this year’s online sales to more than double our 2001 results, and chances are good we could double again in 2003,” says Corey, who did not disclose numbers. The sites’ redesign, he adds, is “a critical step in leveraging the web to drive total-company sales. We still have a lot of work ahead as we continue to push toward complete multi-channel integration.”
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