Retailers shift their ad spending from TV, radio and print ads to digital ads.
A $4.5 million investment in the web provides faster loading, real-time inventory status, online-only promotions and more.
After a soft launch reported by Internet Retailer in November, Lillian Vernon Corp. has officially launched its new web site. It’s the first major update for the site since its launch in 1996. The new site, the result of a year-long, $4.5 million overhaul, loads faster, offers shoppers real-time inventory status, and offers all of the company’s 6,000 products from its multiple catalogs, as well as online depictions of the catalog pages themselves.
The new site also offers new features such as a Gift Finder that provides gift suggestions based on age, gender and price; a Tell A Friend option that lets customers share information on products with others via e-mail; and online gift certificate purchase and redemption.
The web plays an increasingly important role in the multi-channel strategy of the 51 year-old company that started out in catalogs, says founder and CEO Lillian Vernon. "The web has become the fastest-growing segment of our business and an ideal opportunity to market to a new demographic," says Vernon. "For the busy consumer, why stand in line when you can shop online?"