Web sales account 34% of total sales at home furnishings cataloger Lillian Vernon, but the retailer is redesigning its site to assure that online growth continues until the web accounts for at least half of overall sales, the company says.
Paul Demery , Managing Editor, B2B E-commerce
Web sales account 34% of total sales year-to-date at home furnishings cataloger Lillian Vernon, up from 30% during the same period last year, but the retailer is redesigning its site to assure that online growth continues until the web accounts for at least half of overall sales, the company tells InternetRetailer.com. "We’re enhancing our site to accelerate the sales success we’ve had online," a spokesman says. "Our goal is to have 50% of Lillian Vernon sales through LillianVernon.com within two years."
Lillian Vernon has retained web site developers Fry Inc. and expects to have a completely redesigned site launched in September, the retailer says. Among the redesigned site’s new features: new site administration tools that will let Lillian Vernon set multiple parameters for displaying customized merchandise arrangements based on customers’ shopping behavior, and an enhanced order history feature designed to make it easier for customers to obtain their order status.
The site redesign is a key step in reaching 50% web sales, a goal set by president Jonathan Shapiro after he joined Lillian Vernon in that position from consultants McKinsey & Co. in January, the spokesman says.
Lillian Vernon Corp. also publishes six catalogs and one other retail web site, RuedeFrance.com, a retailer of French-style home furnishings. Rue de France is not scheduled for a redesign. Lillian Vernon Corp. also operates 11 Lillian Vernon outlet stores and two Rue de France outlet stores. Lillian Vernon is a unit of Direct Holdings Worldwide LLC, a company that was formed after Lillian Vernon was acquired last year by Ripplewood and ZelnickMedia.
Direct Holdings, which also owns music and video direct retailer Time Life Inc., has retained Fry to also redesign TimeLife.com, which is due for relaunch next spring.
Direct Holdings is moving its headquarters, including the main offices of Lillian Vernon Corp., from Rye, NY, to White Plains, NY, this fall. Time Life will remain in New York.