THE SECRET OF J. CREW'S SUCCESS

Like its catalogs and stores, J. Crew's Website is clean, streamlined, and stylish. And according to David Towers, director of customer relations for J. Crew, such simplicity is key to the apparel marketer's online success. At January's National Retail Federation conference, Towers shared two tips that have worked well for J. Crew:

1) It should never take more than three clicks to get from one page to another on your site.

2) Don't add technological bells and whistles for the heck of it. Invest only in technology that will drive sales.