Retailers shift their ad spending from TV, radio and print ads to digital ads.
The travel apparel retailer redesigns and looks for a new e-commerce director.
ScotteVest Inc. has a new look for the holiday shopping season, with a home page that resembles the image-centered feeds of Pinterest and product pages that the e-retailer says are modeled on a recent redesign by shoe e-retailer Zappos.com.
As part of the redesign, visitors to ScotteVest.com see a large scrolling hero shot of daily deals or new products that takes up most of the home page. Upon scrolling down, they see a large grid of product images, similar to the look and feel of Pinterest, the social network where users collect and show off things they've found around the web.
When a shopper mouses over an image, say for the Hidden Cargo Pants 2.0, the image flips around to display the X-Ray view of that product. The X-Ray product images are designed in-house and show shoppers where particular pockets are located in each garment.
Another change to ScotteVest.com is the product page. Similar to Zappos.com, the online shoe retailer owned by Amazon.com Inc., No. 1 in the Internet Retailer Top 500 Guide, ScotteVest now displays the main product image in the center of the screen, as opposed to the left-hand side position used by most online merchants. Other new design features include multiple images below the main product image; pricing information and Add to Cart buttons on the right-hand side of the screen; and a menu of content, such as customer reviews and detailed product features, displayed on the left side.
The web-only merchant is working with online marketing firm SteelHouse to offer shoppers discounts that pop out from the side of the page. “There are different triggers for when these pop out, such as if they have been on a page for too long or maybe they are looking at a specific page,” ScotteVest founder Scott Jordan says.
ScotteVest, No. 621 in the Internet Retailer Second 500 Guide, which sells travel gear outfitted with pockets designed for mobile phones, iPads and other gadgets, is also on the hunt for a new e-commerce director.
The e-retailer is seeking to replace Rick D’Ambrosio, who was vice president of marketing and e-commerce for ScotteVest from October 2011 until August of this year. He has since left the company to become the director of digital and e-commerce for organic clothing maker and e-retailer Pact Apparel.