http://www.fanniemay.com
Situation: Fannie May® is synonymous with gourmet, high-quality candies and chocolates. To help extend the candy retailer's 80 years of growth into the next generation, Fannie May® recently contacted Americaneagle.com to redesign their Web site so that customers all from all over the world could purchase their confections as easily as possible.
Objective: Fannie May's® number-one priority was to improve the online shopping experience by redeveloping the checkout process. Additionally, Fannie May® wanted its online customers to be able to create candy assortments online with virtually the same "pick and choose" flexibility as brick-and-mortar retail shoppers. Finally, Fannie May® needed to be able to make changes to the Web site at a moment's notice and therefore needed Americaneagle.com to build a sophisticated content management tool.
Solutions: Americaneagle.com developed four key areas of FannieMay.com to help improve the shopping experience for their customers and attract more sales as a result. They were:
Create-Your-Own-Assortment: Fannie May® recognized that their customers enjoy the flexibility and fun of creating their own assortments of mouth-watering chocolates. Therefore, Americaneagle.com designed an intuitive 1-2-3-step process that enables online visitors to create customized assortments in a fun and easy manner.
Easier Ordering Processing: On the previous Web site, Fannie May® customers were required to fill out a fairly cumbersome and time-consuming registration form before checking out. Americaneagle.com redesigned the shopping cart so that customers who are in a hurry can check out without registering.
Seasonal Homepage Graphics: In order to keep their Web site looking fresh, Fannie May® wanted to update their homepage with graphics that reflect the current season. To accommodate this request, Americaneagle.com designed several unique graphic designs that correspond with a specific holiday or season. Now, at a moment's notice, Fannie May® is able to "plug in" a graphic that fits the season and keep the site looking fresh as a result.
My Account: For customers who want to make their FannieMay.com experience more convenient and fun, Americaneagle.com designed a special section of the Web site called "My Account". Here, customers can edit their account information, build an address book, track order history, and even set e-mail reminders for upcoming holidays, birthdays, or special events.
Results: Since launch, FannieMay.com has attracted chocolate-loving shoppers from all over the world. Traffic to the Web site has been robust- within the first few weeks the site received over 2 million Web pages hits! Furthermore, the average customer is spending a relatively long time on the site - nearly 10 minutes - browsing and/or ordering their signature confections. All in all, the revamped Web site helps Fannie May® achieve their online goals by giving their customers a more effortless shopping experience. The delicious benefit is that by doing so, sales for the company are likely to increase significantly.
About Fannie May Confections Brands, Inc.:
Founded in Chicago in 1920 by H. Teller Archibald, Fannie May Confections is a multi-branded retailer, wholesaler and manufacturer of premium confection products. Fannie May, a Chicago icon, operates more than 60 retail outlets in four Midwestern states – Illinois, Indiana, Michigan and Wisconsin. Fannie May offers a broad assortment of premium chocolate confections and food gifts, including the best-selling Trinidads®, Mint Meltaways®, Pixies® and other custom confection assortments. Fannie May Confections Brands® products can be found at www.fanniemay.com and www.harrylondon.com and these fine confections can be found at other fine retailers across the Midwest and the United States. Fannie May prides itself on delivering some of the finest quality confections available anywhere in the world Fannie May is part of the collection of brands from 1-800-FLOWERS.COM Inc. 1-800-FLOWERS.COM (www.1800Flowers.com) provides customers around the world with the freshest flowers and finest selection of plants, gift baskets, gourmet foods, confections and plush stuffed animals perfect for every occasion.