July 2, 2009, 12:00 AM

Better technology drives better content management at Nutrisystem

The switch to a state-of-the-art e-commerce platform from an outdated internal system is helping Nutrisystem develop better web site content. The diets products retailer has reduced from 10 days to one the time needed to create new pages and campaigns.

The switch to a state-of-the-art e-commerce platform from an outdated internal system is helping Nutrisystem Inc. do a better job in creating and posting web site content.

Better and more timely web site content, in turn, is helping Nutrisystem, No. 46 in the Internet Retailer Top 500 Guide, launch more paid search and e-mail marketing campaigns.

Two years ago Nutrisystem replaced its outdated legacy e-commerce platform with a third-party system from Art Technology Group Inc. With the new system fully in place, Nutrisystem can now use standardized templates to create new landing or product pages and specialized marketing campaigns in just one or two days. With its old system, it took programmers and web developers about 10 business days to create new content, pages and campaigns.

New page content had to be created and then individually coded. Next Nutrisystem marketing managers, web developers and programmers had to go through a time-consuming routine of writing up technical requirements, creating and coding pages and testing the results. “Even creating a landing page was a custom programming job,” says Nutrisystem vice president of commerce acquisition and conversion Brad Wilson.

With its new e-commerce platform and universal page templates and better administrative tools, marketing managers can make changes to product pages instantly and create and launch multiple personalized campaigns in the same week. “We now create content and pages for up to 20 campaigns per month,” says Wilson.

Better content and more specialized marketing campaigns are helping to convert more sales for Nutrisystem, though the diet plan and food services web retailer didn’t break out any specifics. “We now have a highly efficient content and campaign management system in place,” says Wilson.

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