Last year’s website redesign produces mixed results.
Ballard Designs balances beauty with ease of shopping for furniture.
Deciding what to buy for a home isn’t easy, especially when trying to plan the best use of space without making things appear cluttered or out of place. But that’s where BallardDesigns.com thrives. The site displays inviting images of furniture, mixed with shopping tools to view product details, shop by category and share ideas via social media. “We continually try to make the imagery beautiful, and balance that with ease of shopping,” says Jean Jones, vice president of marketing. Indeed, its Style Studio lets shoppers get help from experts, such as how to furnish a sprawling living room. Ballard listens well to customers. When one complained that an upholstered bench wasn’t comfortable, Ballard worked with the manufacturer to change the seat cushion—an upgrade now noted in customer reviews.
Purchase the 2013 Hot 100 Issue of Internet Retailer
View the entire 2013 Hot 100 List