q CT $885 ai 36% Inierhome 42 +999 101A 42% 42 a rw 13753 2% FA InlerimSysim Vat & |B oy y ess: A -t_i4 ~ A WebStrategy for Growing Businesses by Elaine Lennox (NAPSA)—Goingthe extra mile to please the customeris just good business practice. Whetherit is staying openlater, delivering a purchase faster or helping a customerlocate \aol a hard-to-find item, successful small and medium-sized businesses know it’s importantto help meetthe customer’s needs. Many growing businesses are applying this strategy to the Web, teaming with IBM andits business partners on customer-friendly e-commercesites that combinethe best of online retailing with value-added service. In 2001, total retail sales over the Web totaled $32.6 billion, up more than 19 percent from theprevious year. People and companies are increasingly using the Internet to make purchases. Growing businesses that want to thrive in today’s economy cannot ignore the Internet as a powerful newaddition to their sales force. Lillian Vernon Corporation, a leading national catalog and online retailer, recently launched a sophisticated new site, www.lillian vernon.com, that features all of its 6,000 products from its eight catalog titles, up from the 1,500 previously available. From personalized gift baskets to doormats to lint shavers, www.lillianvernon.com offers faster, easier online shopping and quicker delivery. To grow its online sales, attract new customers, and reduce processing costs, the company turned to IBM and a business partner to design and implementtheir newsite. IBM software, WebSphere Commerce Version 5.1, helped to create a fast, flexible and user-friendly e-commerce site that effectively drives Webtraffic, while IBM data- base product DB2, providesa scal- —a i. = a Y Howto addtheInternet to your sales force: build a better Website. able and reliable way to manage inventory, customerdata, and product information. As a result, Lillian Vernon’s online sales increased by more than 30 percent last holiday season compared to the previous holiday season. Anotherretailer with a different clientele but the same commitment to value-added customerservice also benefited from the expertise and reliability of IBM technology. Located in the heart of Napa Valley, NextWine (www.nextwine.com) has built an online community for wine enthusiasts to share information. To meetits need for rapid implementation and proven expertise, NextWine chose Trifecta Technologies, an IBM businesspartner specializing in commerceapplications. The company’s strategy of starting small and reaching the market quickly has paid off, with monthly sales growing by 12.5 percent in less than six months. For growing businesses such as Lillian Vernon and NextWine, the latest technology has helped give customers the full benefit of automation and personalization. IBM expertise lets businesses focus on whatthey do best. e Elaine Lennox is director of marketing, small and medium business, IBM.
