May 29, 2009, 12:00 AM

Rewriting the playbook

(Page 3 of 3)

Charming Shoppes expects to launch new sites for brands Fashion Bug, Lane Bryant and Catherines late this summer, and those sites will incorporate conversion-boosting features Bass says other retailers also are investing in, such as improved site search and checkout, and enhanced merchandising features that present more personalized site experiences.

And more retailers will also shift marketing dollars saved elsewhere to emerging social media features, Bass predicts. “What you really want to do is get the passion people use when they talk about the cashmere sweater on your site off the site and out across the web,” he says. “It’s the most interesting thing that is happening in online marketing.”

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