Many catalogers say they listen to their customers. Silhouettes, a cataloger of plus-size women’s apparel, not only listened but also acted upon their recommendations. The result: On July 8 it will go live with an enhanced Website.
In addition to improved navigation that requires fewer clicks, the revamped site will feature “specialty shops,” says president Neil Mulhall. The boutiques, such as one dedicated to petite, tall, and extended-size apparel, will simplify and shorten the shopping process for consumers.
And for the first time, Mulhall says, Silhouettes will deploy a real-time recognition of promotions, including those found in the catalog, such as free shipping and discounts. “This is something we couldn’t do beforeand it cuts down on phone calls to the company from customers inquiring if the discount was applied,” Mulhall says. “It makes the checkout process cleaner and clearer so customers walk away happy and secure in their order — not confused.”
Silhouettes regularly conducts focus groups and customer surveys and gathers complaints and feedback from e-mail. Its Website accounts for more than 25% of Silhouettes’ sales. Silhouettes is part of Edgewater, NJ-based multititle cataloger Hanover Direct.