Thinking Outside the Box

Getting Up and Running

ODC worked closely with Ross-Simons to develop a professional looking, properly functioning and easy-to-navigate Web site. The site, www.ross-simons.com, began taking orders in July of 1997.

Getting things working on the site was an iterative process, Bender says, pointing out that a cooperative effort led to the realization that “sequencing was very important,” as was functionality. “Due to the breadth of merchandise Ross-Simons offers, we had to give shoppers multiple ways to search and to browse—by price, by product category, by manufacturer.”