June 20, 2006, 12:00 AM

To $1 million in less than eight weeks

Lumber Liquidators, the country’s largest direct retailer of hardwood flooring, has generated $1 million online since it launched a new web site in May. Ajax technology speeds up page interactions for shoppers.

Lumber Liquidators, the country’s largest direct retailer of hardwood flooring, has generated $1 million in revenues since it launched a new web site designed, developed and hosted by Fry Inc. in early May. The retailer estimates that represents approximately a 100% increase over the performance of its former site when compared to the same time frame in 2005.


“We came to Fry because we wanted the best user experience on a tightly integrated platform,” says Marco Pescara, senior vice president of direct marketing and advertising at Lumber Liquidators. The site was rebuilt using Fry’s Open Commerce Platform e-commerce solution.

Two added features are helping to drive sales. A new Floor Finder, built on Ajax technology that enables page changes and refinements without requiring page refreshes, helps customers choose from an extensive product offering. The Floor Finder poses simple questions about floor installation, color and price range to guide customers to what best fits their needs.

A second new feature, Flooring 101, is an educational page that covers the basics of choosing and installing flooring. It includes a searchable glossary of flooring terms and installation guidelines to learn more about available products.

“By using Ajax technology, Lumber Liquidators is meeting the needs of customers who no longer want to click and wait,” says Fry CEO David Fry. “Ajax is among the new technologies that online retailers are increasingly adopting to improve the customer experience.”

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