Linens 'n Things drove traffic and increased conversions using Google Checkout.

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"It has far exceeded our expectations. Checkout has been very positively received by our customers."

Kathy Kimple Linens 'n Things

Company

At Linens 'n Things, customer experience is everything. The company, a national retailer of home textiles, decorative home accessories, and housewares, strives to provide customers with selection, service, low prices, and a satisfying shopping experience every time they enter a Linens 'n Things store. It's a tall order for a big-box specialty chain with more than 500 stores in 47 states and 6 Canadian provinces. But Linens 'n Things succeeds with a great selection of products, a comfortable shopping environment, and important extras, such as an excellent return policy, knowledgeable sales associates, and a ready ear for any customer feedback. That customer commitment extends to the store's online presence, launched in 2000.

Linens 'n Things also takes pride in standing behind its brand. "The strength of our brand and the positive connotations associated with our partners' brands are very important to us," says Vice President of Internet and Gift Registry Services Kathy Kimple.

Approach

Keeping customer happiness and brand strength in mind, LNT.com selects its partners with care. So when the company was looking to expand its online checkout options for customers, Google Checkout was an enticing prospect. "We had tried other checkout options with good results, and we are always looking to offer guests additional services that add value to their shopping experience," says Kimple. In addition, the company was already a Google AdWords™ customer and hoped to be able to use the two services together to leverage the Google brand association, and to increase return on investment through use of the Google Checkout badge – an image that appears on the AdWords ads of Checkout merchants, highlighting them on the Google search results page. "Use of Google Checkout was about broadening and improving customer service," she continues. "We were also intrigued by the potential for cart conversion rate improvements."

Results

	"Use of Google Checkout was about broadening and improving customer service. We were also intrigued by the potential for cart conversion rate improvements."

After 4 months of using Google Checkout on LNT.com, Kimple says "It has far exceeded our expectations. Checkout has been very positively received by our customers." She adds that customers immediately began to use Checkout after it appeared on the site. "They recognize the Google name and want to try it," she says.

With Google Checkout, the company expects strong returns in upcoming months. "It speaks to the strength of the brand and our customers' willingness to try something new," Kimple concludes.