While the social network isn’t doing away with its direct-sale initiative, it is focusing its attention on ads that drive consumers to retailers’ sites.
Home furnishings retailer The Bombay Company relaunched three web sites yesterday on an e-commerce platform from Amazon Services, and is already seeing higher sales conversion rates under a pay-for-performance contract, says vice president Matt Corey.
Home furnishings retailer Bombay Co. Inc. relaunched three sites yesterday on an e-commerce platform from Amazon Services, and is already seeing higher conversion rates, Matt Corey, vice president of e-commerce and marketing, tells InternetRetailer.com. Under a pay-for-performance deal, Bombay had little up-front investment and shares revenue with Amazon as sales are processed.
Bombay relaunched BombayCompany.com, which is its main home furnishings site, BombayKids.com and BombayOutlet.com. Although officially launched yesterday to the public, the three sites had been available in test mode for a few days, during which conversion rates increased from rates recorded on the prior sites, Corey says.
The new sites feature improved search and navigation, a faster and more customer-friendly checkout, and special resources, such as downloadable assembly instructions for more than 500 products, Corey says. He adds Bombay hasn’t yet deployed all the features Amazon makes available, such as one-click checkout, but that it intends to continue to add features to support expected growth in sales.
Bombay, which ran its old sites on IBM’s Websphere platform, chose Amazon Services, a unit of Amazon.com Inc., as a platform provider over others that did not offer guaranteed results under a pay-for-performance contract, Corey says.