Both social networks today announced new tools that let e-retailers drive sales directly from their platforms.
Although it has plenty of room to continue growing on its Yahoo Store platform, VermontTeddyBear.com will also launch soon on a platform hosted by Demandware to offer extended shopping features, the retailer says.
Although it has plenty of room to continue growing on its Yahoo Store platform, Vermont Teddy Bear Co.’s VermontTeddyBear.com will also launch soon on a platform hosted by Demandware Inc. to offer extended shopping features, Vermont Teddy Bear web manager Tom Funk tells Internet Retailer.
“The Yahoo Store has been good for us,” Funk says, noting VermontTeddyBear.com has run on the Yahoo platform for 8 years. But though the Yahoo platform has kept up with the site’s capacity needs – it handles about 1,000 orders per hour on peak shopping days like Valentine’s Day, in addition to call-center volume – Vermont has found it incapable of also handling additional shopping features, Funk says.
The new features offered through the Demandware platform will include web analytics to support targeted marketing promotions based on customers’ shopping behavior, and a calendar feature that analyzes several factors, including times of year and product specifications, to give shoppers a specific delivery date.
Vermont Teddy Bear will also use Demandware to create a bilingual English-Spanish version of VermontTeddyBear.com that will maintain a single content management and ordering system for both languages, Funk says.
The retailer will operate two versions of VermontTeddyBear.com – one on Demandware, the other still on Yahoo Store – though each will probably receive traffic from different sources, Funk says. For example, one site could receive all Internet search traffic, while the other receives visitors from affiliate sites and from visitors who directly type in the retailer’s domain name.
Vermont Teddy Bear Co., the 174th largest online retailer, according to the Internet Retailer Top 400 Guide to Retail Web Sites, also operates several other retail sites including PajamaGram.com, which will continue to operate on the Yahoo Store platform, Funk says.