R/GA Revamps Circuit City Site

NEW YORK R/GA has redesigned Circuit City’s Web site to make the research and shopping experience less overwhelming—a crucial task considering the consumer electronics company just tripled its online product offering to a million items.

“For a customer coming into that much variety and product assortment, you really have to set up a site that’s easy to navigate,” said Cathy McCarthy, director of marketing for Circuit City’s Web team. “They’re there potentially to browse, or potentially because they have 10 minutes and they need to find one product and they need to make a purchase.”

To ease the process, R/GA focused in large part on navigation to help consumers “cull down from a complex offering to a reasonable set of products that you can compare,” said Chris Colborn, vp, executive creative director, interaction design at R/GA. The Interpublic Group interactive shop also played up the product information and reviews from some 125,000 customers that can be found on the site.

New York-based R/GA was selected late last year to oversee strategy and design for the first significant revamp of CircuitCity.com since its launch in 1999; Broadvision in Richmond, Va., handled software architecture.

The site recorded 4.6 million unique visitors in July, per Nielsen/NetRatings, almost half the 8.9 million reeled in by its chief competitor, BestBuy.com.