Eddie Bauer Rebuilds EddieBauer.com From The Ground Up

Conventional retailing may be an inexact science, but the opposite is true online where web merchants can measure precise results and use the numbers to design bigger and better e-commerce sites. Take the case of Eddie Bauer, which used hundreds of interviews with customers and extensive usability testing to completely re-engineer and then re-launch EddieBauer.com on Feb. 25.

The new EddieBauer.com, which replaces a decade-old and homegrown system, features an improved design with bigger images, a customized Java architecture running on an OCP e-commerce platform from Fry Inc. and more streamlined integration with other Eddie Bauer back-end operating systems.

“This is not just a design facelift,” says Eddie Bauer vice president of e-commerce and international operations Mark Staudinger. “EddieBauer.com has been rebuilt over two years and from the ground up.”

[Full Story at Internet Retailer]