Wet Seal Invests in Web Site Analyzer
Foothill Ranch, Calif.–based retailer The Wet Seal Inc. is employing new Web analytics technology to measure the effectiveness of its online marketing efforts.
The youth-oriented retailer, which will roll out a new online marketing campaign in the coming weeks, recently invested in HitBox, an analyzation and optimization tool developed by San Diego–based WebSideStory Inc. The application will tell Wet Seal which search engines and keywords drive the most traffic and sales, as well as track e-mail marketing to indicate which promotional offers drive the most product sales. The company also plans to send e-mail communications based on geographic segmentation analysis.
In addition, Wet Seal will use HitBox to analyze links and determine how visitors use its Web site so it can increase browse-to-buy ratios.
“This allows us to focus on what we do best—sell fashionable, high-quality clothes,” said Michael Relich, chief information officer for Wet Seal.
Rand Schulman, chief marketing officer for Web- SideStory, said, “Traditional retailers are beginning to understand that to get the most out of your Web site, you need best-of-breed Web analytics.”
Wet Seal operates 623 stores—including 485 Wet Seal stores, 106 Arden B. stores and 31 Zutopia stores—in 47 states.
—Robert McAllister
