September 28, 2010, 1:05 PM redesigns its site for the luxury buyer

The children’s clothing retailer adds reviews and sharing features.

Lead Photo

Multichannel children’s luxury clothing retailer has a new look designed to better match the expectations of its customer base.

The retailer reshot all the photography for the new site and also added customer reviews and wish lists consumers can share on social networks, as well as via e-mail. Tuesday’s Child developed the redesigned site with Celerant Technology Corp.

Celerant also added new navigational tools, such as a navigation bar that divides the site into categories like “boys,” “girls,” and “infants” to help consumers quickly find what they’re looking for. When a consumer mouses over the category, the site presents subcategories, such as “infant outerwear.”

The retailer hadn’t significantly updated the look of its online storefront since its initial launch in 2000. Tuesday’s Child also operates two retail locations in Brooklyn, NY.

“People were coming to the site and the merchandise looked legit, but the site didn’t do justice to the products we were selling,” says Jonathan J. Fischer, vice president of Tuesday’s Child. “We were hard pressed to argue with them. It’s like we were selling Jaguars in an Oldsmobile showroom.”

Fischer says that about 15% to 20% of the retailer’s sales came through the old site and he hopes the new site will help broaden the company’s reach.

“Sales are not as global or as national as we want to be, and our new web presence opens us up to be a larger player,” Fischer says.

Celerant also integrated the site’s back-end system with the retailer’s store inventory management systems so it automatically updates product availability on the site. That’s particularly important for Tuesday’s Child, says Fischer, because of the long lead time required by the manufacturers of the brands it carries. Tuesday’s Child may only stock a handful of a particular item and when it is sold it cannot easily get more.

Fischer says the company will add an online gift registry and integrate products from a sister site, which sells accessories for adults, with in the next few months.

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