The apparel chain filed for bankruptcy in January and closed its e-commerce site and stores.
To keep web sales tracking forward, ShoeMall.com is adding features and functions to make it easy for serious online footwear shoppers to make a purchase.
To keep web sales tracking in the right direction, ShoeMall.com is adding more features and functions that will make it easy for serious online footwear shoppers to make a purchase.
In October, ShoeMall, a business unit of Mason Companies Inc., one of the oldest and biggest direct marketers of shoes and No. 138 in the Internet Retailer Top 500 Guide, added a customer reviews application from PowerReviews. So far shoppers have posted about 800 reviews and customer reviews were a big factor in helping ShoeMall.com grow its 2008 web sales by about 9%, says Internet manager Jodi Bresina.
“We spent a lot of time putting the customer reviews in place before the holidays to avoid any confusion,” Bresina says.”There was some trepidation about publishing too many negative reviews, but over 90% of the ones we receive are positive.”
In time for the holidays, ShoeMall also added a targeted gift center, which helped grow e-commerce sales in the fourth quarter by an undisclosed amount. In 2009, ShoeMall plans to add more forms of alternative payments, including PayPal, Google Checkout and a promotional financing offer for no payments for 90 days on purchases of more than $125. The financing offer will be available to shoppers in January, while PayPal and Google Checkout will roll out sometime in the second quarter.
To appeal to a more diverse customer range, ShoeMall has added new lines of merchandise to its product mix such as socks and handbags. “Accessories were a great addition,” Bresina says. “From July through December the sale of accessories rose by 175%.”
ShoeMall.com also will conduct more targeted marketing in the months ahead, especially focused e-mail campaigns. “We will be reaching out to our best buyers and doing a lot more segmenting,” Bresina says.