Circuit City Stores has engaged Omniture, Inc.'s business optimization software to test the performance of its marketing campaigns and Web sites in real time. By tracking the relevance of content, offers and merchandise, the consumer electronics retailer can direct visitors to landing pages that display products relevant to their individual interests.
"We have thousands of [items] on our site and multiple product categories, so making sure our online visitors quickly find the items they are looking for -- and that the purchasing process is clear and simple -- is crucial to our business," said Brian Bradley, senior vice president - multi-channel for Circuit City. "Omniture not only allows us to understand the performance of our online merchandising strategies, checkout process and campaigns, but enables us to deliver a personalized shopping experience to each customer."
Circuit City will use Omniture's SiteCatalyst software to understand the performance of its merchandising strategies, Web site navigation and on-site search results. The software also will help Circuit City evaluate its direct marketing channels, such as e-mail and comparison shopping vehicles, to determine the amount of traffic and revenue each channel is generating.
A different software program will enable Circuit City to conduct multivariate testing of its online store, optimize messaging and creative treatments, and ascertain the highest-value page elements. The ultimate goal is for Circuit City to tailor its Web site – in real time – to meet specific visitor interests.
"Market-leading retailers like Circuit City manage thousands of products and serve millions of customers through their Web site, and engaging every customer in a personalized purchasing experience is an opportunity for major retailers to differentiate themselves," said Chris Harrington, president, worldwide sales and client services at Omniture. "With Omniture's online marketing suite, companies can more effectively deliver and target the optimal customer experience on their site that increases conversion and ROI." More.