September 12, 2002, 12:00 AM

OshKosh B’Gosh adds products to its web site and sees uptick in sales

Believing that fewer products would allow pages to load more quickly, OshKosh B’Gosh quickly heard from customers that they wanted more. Now sales are up, and page-load time hasn’t deteriorated, OshKosh says.


As part of its retail web site redesign project started earlier this year, apparel manufacturer OshKosh B’Gosh Inc. is responding to customer feedback by displaying more products and making them easier to find within particular categories. "Sales have dramatically improved in the last couple months," Jon Dell’Antonia, vice president of MIS, tells

"Our original thinking was by putting less product on the site, pages would load more quickly," he says. "But consumers complained that there were not enough products." Even when products that shoppers wanted actually were on the site, they had difficulty finding them because they had to click through multiple pages, he adds.

The Oshkosh, WI-based company is working on site redesign with LiveMarket, a division of Pacific Magtron International Corp. , which also hosts and maintains

A key part of the redesign so far is the display of a broad assortment of products within each category, enabling shoppers to simply scroll down a page to see the entire assortment. So far, Dell’Antonia says, OshKosh hasn’t received any complaints from customers about speed of page downloads.

Other changes in the works include a more elaborate left-side navigation bar that will appear on every page, making it easier to move throughout the site, Dell’Antonia says, adding: "We’re committed to making continued improvements."


comments powered by Disqus




From IR Blogs


Lauren Freedman / E-Commerce

Let me tell you what I want

When the shopper controls the information she receives, she buys more and unsubscribes less.


Roy Erez / E-Commerce

Why don’t your best customers buy more gifts from you?

Many consumers don’t shop for gifts where they shop for themselves. Here are some tips ...