Web Site Relaunch: How Bloomie’s Revamped Site Reaped Rewards

The retailer’s Director of Internet Production Sonja Kristofferson shared a number of the improvements Bloomie’s has made and how other marketers can learn from them.

* Site search. “Our No. 1 complaint was that we had no site search,” Kristofferson said. Working with Web analytics firm WebSideStory (now Visual Sciences), the most noteworthy change was to enable customers to do searches by catalog product numbers. “That enables us to leverage marketing executed in other online channels,” she said. “And we don’t set it and forget it; we’re constantly monitoring what our customers are doing.”