How Bealls Uses Rich Media to Drive Conversions, Cross-Channel Sales

To improve the user experience online, Bealls implemented several rich media applications to its product pages. These included the following:

• alternate views and color swatches, allowing consumers to look at products from several angles and in different colors;
• zoom, which increased conversion rates by 25 percent in a A/B test, Siefke said;
• overlay templates, which enable consumers to view expanded call-out shots of a product by simply rolling over them with their mouse without leaving the page; and
• e-catalogs, which have proven very effective for seasonal customers who visit Florida for vacation, Siefke said.

Bealls' future plans call for an enterprisewide asset management system, syncing up customer and product data to all channels, launching a new web platform, and cutting down on all the consumer touchpoints for merchandise.