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Nuts & Bolts: Case Study

Leveraging the Web for Retail

April 2008
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One of the main challenges Days faced was cataloging its large inventory, then creating effective navigation for customers to access those items. Using MarketLive’s Intelligent Selling system, Days created a way for shoppers to access any product in three clicks, reducing abandonment rates.

Since its December 2007 launch, the site has nearly doubled monthly revenue and increased average purchase size more than 40 percent. In addition, during the month of December, sales increased by about 105 percent.

What advice does Corey have for merchants working to improve their customers’ online shopping experiences? Allow ample time to prepare, he says. Merchandising the site “was a much more time-consuming process than I had anticipated ... it took a full concerted effort between merchandising, IT, marketing and even our front-line people.”

Corey now manages keywords and search terms based on how his customers are searching the site. “Choosing effective keywords, I recently realized, is very exciting because we are in a unique industry. There is not a lot of history in the fine jewelry arena as it relates to e-commerce,” he concludes.

—Kate DeBevois
 

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FROM THE BOOKSTORE

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“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do


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