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Thorntons unveils “clickable catalogue”
Thorntons, the fine confectioner and chocolate retailer, has launched a “clickable catalogue” on its website.
The service has been implemented by Screen Pages, the leading e-commerce provider, using RichFx’ visual merchandising technology.
The “clickable catalogue” is an online, visual representation of Thorntons’ “ Art of the Chocolatier” catalogue. Website visitors can page through the catalogue and catalogue browsers can proceed directly to a specific page. Customers can then click directly into specific product pages for more information or to purchase the chocolates.
Analysis shows that catalogue companies who implement such technology on their websites can reduce the number of catalogue requests by 50%, thereby reducing production runs. More importantly, conversion ratios from offline catalogue browsers can increase as specific products can be found directly and visitors can spend 20-30% more time browsing a site.
The “Art of the Chocolatier” clickable catalogue can be viewed at http://www.thorntons.co.uk/richcatalog.asp
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