The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
The pure-play, which in November moved to a new location three times larger than its old, increased sales 17.2% to $26.5 million compared with $22 million in 2004.
Last year pcRUSH grew not just the size of its facility, but its total online sales as well. Sales for the pure-play, which in November moved to a new location three times larger than its old, rose 17.2% to $26.5 million compared with $22 million in 2004.
“We partnered with Clear Commerce to reduce payment processing time by half and we hired product managers to expand our product lines,” says marketing manager A. Lilie Rahimzadeh. “We also redesigned the returned merchandise authorization process, which made things simpler and faster for our customers. And we received positive feedback from them for the shorter turnaround time.”
Carrying computers and consumer electronics, pcRUSH.com receives 162,000 monthly visits and 139,000 monthly unique visitors. Its average ticket is $450. The company is No. 195 in the Internet Retailer Top 400 Guide to Retail Web Sites.
The year ahead will see major changes for the company. It’s rebranding, currently designing a new logo. Later this year it will redesign the web site. It also will implement a new price quotation and order entry module for the company’s sales team, which will enable executives to measure performance and efficiency, as well as roll out an inventory replenishment automation system.