January 30, 2008, 12:00 AM

Action Envelope springs into action with a new site design

Action Envelope recently spent 18 months developing and re-launching its e-commerce site – its fourth makeover in eight years. The new Ajax-enhanced site features a “made-to-order” program and better personalization.

It’s pretty clear that Action Envelope has a taste for reinvention. The retailer, No. 430 in the Internet Retailer Top 500 Guide, recently spent 18 months developing and re-launching its e-commerce site. The redesign represents the fourth makeover since Action Envelope began selling online in 2000.

“For most of our customers, our web site is how they do business with us,” says chief operating officer Seth Newman. “It’s essential that we provide them with the most advanced and efficient system available.”

For the redesign, Action Envelope spent six months developing the plan and a year on the implementation. The company worked with Alexander Interactive Inc., a New York web design firm.

The newly updated ActionEnvelope.com features extensive use of asynchronous JavaScript and XML. Ajax combines the abilities of JavaScript, the Document Object Model and XML to create more site interactivity.

For instance, a new Made-to-Order feature allows customers to create customized envelopes by size, color, stock and window. A new drop-down tab also lets existing customers sign in and complete a reorder without having to scroll through product pages.

On the home page a new shop by color feature lets visitors scroll over to see all the envelope colors offered on the site or by collection. “Customers can see the actual type of envelope they want in 65 different colors,” says Newman.

Web sales for Action Envelope rose by about 15% in 2007 to $10.5 million from $9.1 million in 2006.

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