News-Antique.com - Sep 18,2008 - Bristol, PA, September 12, 2008 – Since 1889, the Lenox name has been synonymous with quality tableware. Today, Lenox is known for much more than just fine china. In fact, Lenox.com offers thousands of items ranging from fine china to jewelry to collectibles.
With that in mind, the Lenox.com website was redesigned to better showcase its wide breadth of products. "We wanted to make it easier than ever for our customers to find - in as few clicks as possible - exactly what they're looking for," said Dan Schutzman, vice president/consumer direct of Lenox Group Inc.
Lenox hired Creative Good to conduct "listening labs" that revealed areas on the site with room for improvement. Based on those recommendations, the staff focused much of its effort on merchandising and navigation.
On the new Lenox.com site consumers can:
• Find products easier, with new product classifications and improved navigation
• See more product details, thanks to enhanced product photography and reorganized product detail pages
• View all the items in a given category without having to scroll through multiple screens
• See all the products at once in the most popular collections, including Simply Fine Lenox®, Opal Innocence™, Butterfly Meadow™ and Federal Platinum™.
Schutzman noted that, behind the scenes, a content management tool was developed in-house to allow the Lenox marketing staff to react more quickly to trends and modify the site accordingly.
"We're all about customer service and the customer's shopping experience," said Schutzman. "The changes we've made to Lenox.com are designed to enhance the customer's online experience so that they'll come back again and again - and recommend our site to their family and friends."
About Lenox Group Inc.
Lenox Group Inc. is a market leader in quality tabletop, giftware and collectibles. The Company markets its products primarily under the Lenox, Dansk and Department 56 brands. Together, these brands represent more than 480 years of tabletop and giftware experience.