Intermix now changes its Web pages weekly—including every landing page and every category—so the customer comes back to a new experience and new products almost every visit. The site also has given Intermix greater cross-selling functionality, a capability particularly appropriate for a retailer whose brand vision is tied to helping customers mix and match. For instance, its landing page for the Red Carpet apparel category features several evening gowns and cocktail dresses interspersed with shoes, jewelry and other accessories, while the Resort page features a bikini, an oversize beach hat, a tote bag and sandals. “With that capability, our units per transaction are significantly increasing,” says McNichol. “It’s [also] really given a lot of credence to the idea of our brand.”
The number of visitors to the site has tripled, and sales have grown considerably, as well. Currently, Intermix’s online sales in one week are equivalent to what it used to make in one month, according to McNichol.