• Clint Engel

Updates lift online sales for American Signature, Value City

Smartphone sales jump 127%, reports Blueport Commerce

americansignaturefurniture.comAmerican Signature Furniture’s website is now responsive on mobile devices like smartphones.
BOSTON — Blueport Commerce, an industry e-commerce technology and services provider, said that updated responsive-design websites for its client Columbus, Ohio-based American Signature are off to a fast start.

In the 45-day period since the update to the Top 100 company’s Value City Furniture and American Signature Furniture websites, sales made via smartphones have increased 127% compared with the same period last year, Boston-based Blueport said. Across all Web-connected devices, sales on the new sites are up 39%, it said.

The company did not disclose sales figures.

American Signature went live on the Blueport platform in May 2013, and these are the third generation of Blueport websites launched for the retailer.

“We’re committed to continually upgrading our technology so that furniture retailers stay ahead of the curve and capitalize on shifts in consumer behavior — like shoppers increasingly making their furniture buying decisions online or on a mobile device,” Blueport Commerce President and CEO Carl Prindle said in a release.

“Our goal is for retailers’ sites that run on the Blueport platform to be 100% future-proof.”

Blueport said the updated websites have a sophisticated look and feel, and feature significant functionality improvements, including fully responsive design for optional shopping on any device. They also offer enhanced product presentation, including the ability to merchandise furniture collections and highlight alternate colors, different configurations, and related items,

Shoppers also are able to finance online orders through various options, including rent-to-own.

The websites also feature enhanced customer account management and wish list functionality, content management system enhancements that give greater flexibility in online merchandising, and speed and scalability benefits, Blueport said.

“Furniture shopping is undergoing a metamorphosis,” American Signature President Jonathan Schottenstein said in a statement. “With more than half of our online visits now coming from smartphone or tablet devices, mobile is now proving to be more important than the desktop.”

He called Blueport “a terrific partner, keeping our websites ahead of the curve and helping us deliver on our ongoing mission to make furniture shopping easy.”

American Signature also is an investor and anchor tenant in Blueport’s Furniture.com e-commerce portal.

Clint EngelClint Engel | Senior Retail Editor, Furniture Today

Please feel free to email or call me with all of your retail news and tips, including expansion news, successful merchandising and marketing strategies and anything else you would like to see covered by Furniture/Today.  Contact me directly at cengel@furnituretoday.com or 336-605-1129.


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