November 18, 2008, 12:00 AM

Customer feedback shapes redesign at, an e-retailer of Wisconsin food, art and gifts, redesigned its site to include features requested by customers. The new site includes order status and history, multiple address shipping capabilities and address books for shoppers.

For the last couple of years, online gifts retailer had been planning to redesign its site to include features that customers had long been requesting. That redesign went live this month, and the site now offers order status and history, improved site search of its nearly 2,000 gifts and food items, boosted address book capabilities and an ability to ship an order to multiple addresses. The retailer worked with Chicago-based Inc. to redesign the site on a Microsoft .Net platform.

“One of our customers recently e-mailed and said she couldn’t wait to shop on the new site for the holidays,” says Linda Remeschatis, president and owner,

In addition to customer service features, improvements were also made on the back end. The improved site now has Google Analytics built in that Remeschatis says will help the company better track visitor activity. On a recent day, the site logged a 2.7% conversion rate, she says.

Improvements also include better images and added flexibility to swap out seasonal images on the site, Remeschatis says.

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