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Jelly Belly adds new technology to Web site

BY Melissa Valliant

FAIRFIELD, Calif. Jelly Belly for the fourth time replaced its Web site’s platform recently and reported an 18% increase in conversion rates, as well as a 51% increase in retail sales, on the site for the 2008 holiday shopping season. The company researched various Web services for six months until it decided to stick with the build-your-own option because of its ability to support a high amount of “back-end integration among inventory records and trading partners,” according to Internet Retailer.

The site was custom-coded in Microsoft Corp.’s .Net development environment, and Jelly Belly looked to other innovative online retail developers for further technological Web add-ons. The candy company looked to SLI Systems Inc. for a search application that was created to improve search results, and Jelly Belly used a tool from Fluid Inc. that allows shoppers to view enlarged products details.

“These features are definitely making it easier for our shoppers to find what they want, while making our products look better online,” said e-commerce marketing manager Jason Marrone.

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Heinz’ third Ketchup Creativity Contest encourages students to design packaging

BY Melissa Valliant

PITTSBURGH, Pa. H.J. Heinz Co. for the third time is incorporating grade-school children’s art on their packaging and offering prizes to 12 young, grand-prize winners. Students in first through 12th grade are encouraged to create their own unique designs, and each piece of art will be displayed on approximately 19.5 million Heinz Ketchup packets, as well as in the “winners’ gallery” at KetchupCreativity.com.

The Ketchup Creativity Contest ends Feb. 28, and the winners will be announced on or around March 31. Grand-prize winners receive a $1,000 cash prize, and the schools receive $1,000 toward art supplies, $1,000 worth of Heinz Ketchup and the winner’s artwork on a framed poster. 

The past two Ketchup Creativity Contests have generated approximately 30,500 entries. “Through programs like this, we try to provide value-added marketing programs to schools, while also strengthening our relationships with consumers, Laura Reiser, associate brand manager for Heinz Ketchup, said. 

Anyone can vote from March 20 to March 25 at KetchupCreativity.com. The site also promotes healthy eating with grade-specific lessons for teachers and design tips from Burton Morris, one of the contest judges.

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Campbell taps Linder for VP advertising post

BY Jenna Duncan

CHICAGO Campbell Soup Co. today announced that Maureen Linder, former Pepperidge Farm VP of brand strategy and marketing, will replace Paul Alexander as its VP global advertising and design. Linder will report to Campbell USA president Sean Connolly and SVP and chief strategy officer, Carl Johnson.

Linder’s duties will include overseeing Campbell’s advertising operations, and media planning and buying. Additionally, Linder will be called upon to manage Campbell’s advertising agencies.

Linder has worked with Campbell Soup Co. since 1997. Before joining Campbell,she served in various positions at Barilla, Bristol-Myers Squibb and Quaker.

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