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When it comes to catering to ECPs tastes for doing business via the Internet, Tura likes to keep the focus on performance that is user friendly, direct and informative. According to Audrey Pavia, vice president of marketing for the eyewear firm, “Accounts like the consistency of knowing where to go on the site, yet they like changes to keep it interesting.”



Pavia outlined some of the site’s more robust features including ordering capability, inventory status, access to statements, and a check order status. “Clients also like the hold “your favorites” brand information, the quick pick ordering feature, and store locator to direct customers to accounts.” In addition, the site offers access to the Tura Advantage Loyalty Reward Program and other special promotions, she said.

“By surveying our users, we have continued to enhance our site based on their feedback, all the while keeping up with the latest Internet technology.” The site was lasted updated in April 2008, and the wheels are in motion for an update to launch sometime in the first quarter of 2011, according to Pavia. Plans are in place for the site to be reorganized for even easier navigation while still retaining the electronic efficiencies users are accustomed to.

At the end of the business day, users are looking for information presented in a simple direct way, Pavia said. “One of the ways the website has made business more efficient for us is that it allows our accounts to see new product immediately upon release, place re-orders without waiting for a sales rep, and receive immediate status on fulfillment dates.” ■ ■

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