July 25, 2001, 12:00 AM

Bloomingdale’s beefs up and relaunches its web site

Bloomingdale’s redesigned site offers customers fashion tips and editorial content from fashion experts, a new array of designer boutiques and concept shops and new shopping tools, including 2-click checkout.


Federated Direct, the direct-to-customer subsidiary of Federated Department Stores Inc., today announced it is relaunching bloomingdales.com. The redesigned site offers customers fashion tips and editorial content from Bloomingdale`s fashion experts, as well as a new array of designer boutiques and concept shops. It also offers new shopping tools to make it easier to browse merchandise and access information about in-store and online events.

The redesigned site uses frames to simplify navigation and allow shoppers easy access to merchandise. Product displays now automatically scroll across the screen allowing customers to browse through a variety of products, much like they do in-store, the company says. Customers can adjust the speed at which they browse using status bars on each screen or stop scrolling by placing a mouse on an item that interests them.

"The Bloomingdale`s web site, catalog and retail stores are now more closely integrated, providing our customers a complete multichannel shopping experience," said Dawn Robertson, president of Federated Direct. "The site`s exclusive fashion trends and home planning ideas not only complement the in-store experience, but also give customers personal online access to style advice and service options that have not previously been available in-store or online."

Bloomingdales.com also has expanded its exclusive collection of Designer Boutiques to include Carolee, DKNY, Ralph Lauren and Lancôme.

Bloomingdales.com also is offering concept shops, exclusive collections of apparel, accessories and gifts focused on home, fashion and lifestyle trends. Rather than shopping by product category, customers can browse through multiple product categories relating to a single concept. New shops include Poolside, Spa, Luxe Home and Fine Jewelry.

Bloomingdales.com has also expanded its Generation Y.E.S. boutique, which features young, contemporary merchandise.

Bloomingdales.com also offers advice on current and future trends in four areas of the home: bath, bedroom, dining and kitchen. The Home Planner also offers advice in the following areas:
--Tips & Techniques --decorating, lifestyle, etiquette and protocol tips, as well as recipes and ideas for entertaining
--Basics & Essentials -- a glossary of houseware and decorator terms
--Product Care -- methods and ideas for cleaning, storing and maintaining home products such as crystal, silver and linens.

The new site also allows customers to shop by catalog product number or by viewing catalog pages, offers events calendars for individual stores, a two-step checkout for registered customers, manage their Bloomingdale’s credit card account online, and look up the status of their orders.


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