A newly redesigned shopping cart could translate into a bigger ROI for the high-volume pure-play, contends president and CEO Scott Perry.
Bill Briggs , Senior Editor
As part of its 2006 strategic plan, Everything Furniture Inc. is betting an overhauled shopping cart will increase sales.
“We do high volume. So if the new cart can improve things by just a couple percent, it will make a big difference,” says president and CEO Scott Perry. “A laborious checkout can make shoppers drop. The more efficient you can make the process, the more you can boost your conversion rate.”
The redesigned cart turns what was a four-step checkout into two steps, in part by consolidating the entry of billing and shipping information as well as order confirmation. “Now, at any time a shopper is viewing their cart and on any page, they can redefine their page view and functionality to the way they’d like the cart to function,” Perry explains.
In operation for the last three weeks, Perry reports the overhaul has led to a marked improvement in sales conversion. He declines to provide specific numbers until the company has had at least two months with the new system so it can compare it with the old. “So far we’ve received positive feedback from repeat customers,” he adds.
Overall, the pure-play company, No. 311 in the Internet Retailer Top 400 Guide to Retail Web Sites, increased sales in 2005 76.5% to $15 million compared with $8.5 million in 2004.
Other aspects of Everything Furniture’s 2006 strategic plan include the addition in January of an affiliate program with Commission Junction and improved negotiation on shipping rates based on experiences in 2005. The company also has implemented electronic data interchange technology for sending orders. “This is enabling us to more than double the size of our business with the same number of accounting staff members,” Perry says. “And it allows us to give customers better shipping data.”