Magazine article CRM Magazine

Sewing Up Online Offers

Magazine article CRM Magazine

Sewing Up Online Offers

Article excerpt

The arts and crafts business isn't all scissors and paste, especially when it comes to figuring out what customers want to buy. "From an operations perspective it's a very ugly business," says Linsly Donnelly, COO at Idea Forest, which owns and manages specialty retailer Joann.com. "It's hard to predict what someone will want to do next." The company believes in running ongoing Web-site tests, but the cost of implementing and managing testing in-house was IT intensive and prohibitive, and basic A/B testing added no extra value compared to multivariable testing; Donnelly says. So Joann.com tried Offermatica's hosted testing and optimization service in its most highly trafficked niche: sewing.

The service was up and running in a few days and Offermatica worked with Joann.com to help the company understand the different kinds of testing that it could conduct. They brainstormed over what elements were interfering and what messages and promotions were missing. …

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