Going for the Green

Among other improvements, John Watts is particularly high on the upgraded and much improved checkout process and how easy it is for consumers to shop. The Web site now displays 1,700-plus products from more than 85 manufacturers.

What’s more, the new site’s consistency has been its greatest benefit, according to Watts. “The analytical data we’ve gotten from the new platform enables us to know and understand the shopping behavior of our customers — geographically and seasonally, for example.” The platform has upgraded the site’s data analytics and search engine optimization, and enhanced its marketing capabilities, especially in B-to-B marketing and promotional sales.