Fingerhut generates $1 million in new sales with new site search
By deploying a new site search and navigation tool last October, Fingerhut Direct Marketing Inc. generated $1 million in incremental sales through the next four months, says director of e-commerce Mike Sidders. “It salvaged our holiday shopping season,” he says.
Fingerhut, a unit of Petters Group Worldwide, is a general merchandiser with more than 25 print catalogs selling everything from apparel to sporting goods to consumer electronics. But with the help of an improved site search feature from EasyAsk Inc., web sales are expected to account for more than 20% of Fingerhut’s sales this year. “The web is our fastest growing channel,” Sidders says.
Fingerhut uses customer shopping behavior data from a web analytics application from Coremetrics Inc. to indicate which search results are leading to clicked links and sales, or which are producing no or insufficient results due to such reasons as misspelled or unrecognized search terms. A Fingerhut analyst can then modify the EasyAsk site search engine to accommodate terms that were producing failed searches.
Back...
