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By Scot Petersen  |  Posted 2003-04-07 Print this article Print

Dennis Shockro, vice president of IS for Yankee Candle, of South Deerfield, Mass., said Moleculars solution has been a boon to its custom candle site, seeing a 25 percent increase in the average order since last fall.

"Some things customers used to see was a candle and generic label," said Shockro. "Today you can see it, you can add a ribbon, a flower, what we call tooling, different modifications to each product we sell, and that provides real nice upsell capability."

Before the new solution was installed, upward of 90 percent of custom orders required some help from customer service representatives. Now that number has dropped "dramatically," Shockro said, to about 40 percent.

Other solutions never got around the problem of multiple pages interfering with the shopping process, Shockro said. "Pick a color, load a new page; create a label, go to a new page; put a ribbon on it, new page; change something, new page," he said. "Now, with a slight bit of latency, you see the words typed right on the screen as you type them and make changes."

Some design companies do not embrace X Internet per se but still embrace the use of technologies such as Flash to drive "customer-centric design," said Jennifer DeVoe, principal of White Horse, a Portland, Ore., strategy and design company that has done online work for AT&T Wireless, GlaxoSmithKline and Cisco Systems Inc.

"We dont really see X Internet as a rapid paradigm shift, nor do we see this generating the sort of upheaval that Forrester seems to suggest," said DeVoe. "It is also important to not discount the heavy client technologies being used today. Technologies like Flash can give rich client experiences. ... It is far more likely to see these types of technologies become the front-end interfaces to Web sites and applications than the concept of executables, at least in the five-year horizon."

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