The acquisition will add more than 300 products to L’Oreal’s lineup.
The cataloger’s new site posed some challenges for regular customers, who now are being aided by communication and promotion programs.
Sometimes the more things change, the more they don’t stay the same. Such was the case at Market Day Corp. after it redesigned its e-commerce site, MarketDay.com, last year.
“We learned that change can be a challenge, especially with customers used to shopping and ordering monthly via a set process,” a company spokesperson says. “While the new web site does not represent a significant change in process, it has opened up new ways to browse and it has taken time for some customers to become used to new shopping options.”
To overcome this obstacle, the cataloger, No. 79 in the Internet Retailer Top 500 Guide to Retail Web Sites, has been using different communication channels to promote and explain the new site. Efforts include continued promotion and advertising to existing and potential new customers via offline channels and enhanced online promotion. The company also hopes to better leverage e-mail communication through improved targeting based on the analysis of customer behavior online with products and categories.
“Effective communication is key to making the transition to any new design or process,” the spokesperson adds.
Market Day sales increased 20% in 2005 to $118.4 million compared with $98.7 million in 2004, according to Internet Retailer estimates. The company predicts a modest 5% increase in traffic and sales this year.