Case Study: Yankee Candle Customizes in a Flash

Problem: Yankee Candle’s Web site made placing custom orders so difficult that many customers had to call the company to finish the transaction.

Solution: Redesign the Web site (above) and install Flash technology.

Results: The average sale of customer orders increased by 25 percent.

Since 1996, Yankee Candle had generated profits through its Web site’s Custom Candles program, which lets customers choose the fragrance, message and message label for a personalized candle. Its business mainly came from people buying favors for weddings and bridal showers.