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Popping merchandising myths, popcorn e-retailer boosts conversion rates

Learning that it pays to challenge “rules” of merchandising, online retailer Dale and Thomas Popcorn has boosted conversion rates with a page optimization tool that shows the impact of large numbers of display page variations, the retailer says.

Posted 03/31/2006Paul DemeryPost a comment

Sometimes it pays to break merchandising rules

With a marketing background in catalogs, Paul Goodman knows too well the agony of waiting to see the results of testing new marketing and merchandising techniques. “You have to wait a very long period during which you test and see results,” he says. “It’s very painful.”The web, of course, provides for faster test cycles, but still not fast enough, says Goodman, a former manager at cataloger and e-retailer Lillian Vernon Corp. who is now senior...

Posted 04/28/2006Internet RetailerPost a comment