So far, the site has worked to attract floor traffic to the retail store. About 60 percent of customers polled said they visited the Web site before visiting the store.
How to Enrich Product Information
“We’ve been in business 71 years, and we try to emulate what we do in the store on the Web—the same principles, philosophies and customer-centric focus,” Abt said. “Although we’re constantly updating the site, we don’t want it to be too different. You want your customers to be comfortable with the setting they’re in, and the same holds true with the Web.”
To help enrich its Web presence without radically altering the design, Abt partnered with WebCollage, a company that contracts with manufacturers and ports product information content to retail-channel partners. “We go to the manufacturer site, extract content, host it on our servers and inject it into the retailer site,” said Jed Alpert, the company’s vice president of marketing. “We even help customize the content-access experience for the retailer’s Web site look and feel.”