The Mark Group has also found an online affiliate program to be quite effective. "We've hired a company to go out and set up links for us on non-competitive sites and e-commerce portals that make sense. We're also advertising on portals to drive traffic," says Pappert.
Moving Forward: What's Next?
Hartzell and Pappert have found e-mail to be an important feedback tool to develop future Web sites and make improvements to the Boston Proper site. "Skip and I read every single customer comment from the Web," says Pappert. For example, customer feedback revealed that derivative searching, frequently used on Web stores, frustrated shoppers. "On many Web sites, if you type in 'bra,' it would also bring up 'bracelets,'" explains Pappert. "We took [the derivative search technology] out and provided shoppers more precise searching capabilities by keyword. So now when a customer puts in a keyword to search for, only exact matches to what has been typed in will appear on the screen."
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The Mark Group - Branded Online (2,303 words)
The Mark Group has also found an online affiliate program to be quite effective. "We've hired a company to go out and set up links for us on non-competitive sites and e-commerce portals that make sense. We're also advertising on portals to drive traffic," says Pappert.
Moving Forward: What's Next?
Hartzell and Pappert have found e-mail to be an important feedback tool to develop future Web sites and make improvements to the Boston Proper site. "Skip and I read every single customer comment from the Web," says Pappert. For example, customer feedback revealed that derivative searching, frequently used on Web stores, frustrated shoppers. "On many Web sites, if you type in 'bra,' it would also bring up 'bracelets,'" explains Pappert. "We took [the derivative search technology] out and provided shoppers more precise searching capabilities by keyword. So now when a customer puts in a keyword to search for, only exact matches to what has been typed in will appear on the screen."