57.5% of all shoppers use the omnichannel service, but only 31.6% describe it as being a smooth process, according to a new report.
OfficeMax today launched a redesigned web site for its more than 600,000 business customers, following a process by which it sought initial ideas from customers—like user-friendly menus—then asked them for a final evaluation before making the site live.
OfficeMax today launched a redesigned web site for its more than 600,000 business customers, following a process by which it sought initial ideas from customers-like user-friendly menus-then asked them for a final evaluation before making the site live.
The redesign, completed in-house, coincides with OfficeMax’s plan to migrate its business-to-business brand from Boise Office Solutions to OfficeMax, though the b2b web address will remain BoiseOffice.com until next year. OfficeMax is a unit of office supplies company Boise Cascade Corp.
The new site went live after a 3-day trial. "We gathered diverse customer focus groups and asked them to look at the new site," said Jim Carrington, director of e-commerce. "They analyzed the navigation, functionality, and content, and provided us with valuable insight that led to a few final tweaks." OfficeMax conducted focus group meetings at customers’ sites as well as at its own location, a spokesman says.
In addition to improved navigation that lets shoppers reach any product section of the site with a single mouse click, the site provides shoppers with quick access to records of their past orders. It automatically saves shopping selections, preventing their orders from getting lost if they must temporarily leave their computer while shopping.
The new design also lets customers order products for multiple departments in a single order, while also arranging for billing to multiple cost centers. Customers can also use the new site to set parameters on purchasing activity for individual departments and personnel.