CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
AmericanGreetings.com was renewed in May as AG Interactive, the media subsidiary of American Greetings Corp., spruced up its primary web site. New features include improved site navigation, more shopping tools and a sharp focus on American Greetings branding.
AmericanGreetings.com was renewed in May as AG Interactive, the media subsidiary of American Greetings Corp., spruced up its primary web site. New features include improved web site navigation, more shopping tools and a sharp focus on the new American Greetings branding initiative, the company says.
The relaunch is expected to help customers more quickly find the e-card they seek, whether through smart search tools or new shopping features.
AG Interactive sought feedback from the 3.4 million paying members in its network of sites, including BlueMountain.com and Egreetings.com, to give users multiple options to find the perfect e-card, the company says. It developed new navigation features based on this research, including the ability to refine searches by style, collection or top e-card lists, all within a few clicks on the home page.
“Our millions of members have described to us what their ideal shopping experience would look like, and we are very pleased to deliver it to them,” says Sally Babcock, senior vice president of AG Interactive.
AmericanGreetings.com now offers a Find it Quick option with drop-down menus that let members choose the occasion, the relationship to the recipient (sister, mom and friend) and a card style. The web site then locates the “perfect” e-card and reduces the customer’s shopping time by 20% to 30%, company executives say.
The revamped web site also features a Quick View option, which is a mouse-over pop-up that gives a snapshot of the e-card and text of the greeting. Shoppers can preview a card’s contents without watching it from beginning to end.
AmericanGreetings.com also opened a forum for subscribers to voice their opinion of the e-cards, rate them and interact with the other consumers on the site. The e-retailer gave nonmembers a free test drive the new site in May, enabling shoppers to send an unlimited amount of e-cards and use printable content at no charge.