Challenge:

Lenox.com was not taking full advantage of it's ecommerce site to generate sales. The site was not user-friendly, was poorly optimized for search engines. The challenge was to create a new ecommerce experience that drove sales and conversion while maintaining the Lenox brand.

Solution:

Working with the in-house Internet Marketing and IT staff, designed a new site that dramatically simplified and clarified the user experience. A cleaner interface, combined with clear organization, and an improved category structure, resulted in fewer and more meaningful clicks to find — and purchase — products.

As a result of the redesign, sales soared from $14 million in 2004 to $28 million in 2006 with estimated 2007 sales of $32 million. Sales were buoyed by an increase in conversion to 5.4% sitewide.