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Packers Pro Shop Enhances Customer Service With Revamped Web Site, New Warehouse


Upgraded Tools Provide Smoother Shopping Experience, Efficient Shipping Operations

The Packers Pro Shop, long a destination for Packers fans in search of the latest team apparel, gift items, or in general all things Packers, has enhanced its customer service with a new and improved Web site, as well as a new warehouse, home to its shipping and receiving operations.

The Web site,, employs a new, more customer-friendly design, as well as revamped features, including enhanced product view and search capabilities, a streamlined navigation and checkout system, and easy reference to top-selling items.

"We wanted to take advantage of the newest technology available and provide an even smoother online shopping experience for our fans and customers. We're very pleased with the response to the updated site," said Kate Hogan, Packers director of retail operations. "DMInteractive, our Web site developer, helped us achieve our goals of giving the site a fresh look and feel, and bringing all the new enhancements to life.

"While this update to the Pro Shop implemented new technology under the hood, it's really about improving the shopping experience for the fans," said David Troup, president of DMInteractive, the Green Bay company which develops and hosts all the Packers' Web sites. "Web sites like are constantly evolving, always improving as technology drives a richer shopping experience. We're very proud to work with the Packers on the site."

When a shopper is viewing a potential purchase, the site also displays windows that show "related items," "people who bought this also bought," and "recently viewed items," all of which make it easier for shoppers to find items for which they are looking. A new gift guide also enables shoppers to browse items by events, type of recipient, best sellers, etc. In all, 14 new enhancements were incorporated to the site.

In addition to the new design and ease-of-shopping features, the Pro Shop's Web site now offers a 'Most Valuable Pricing' program that assists shoppers by designating items of high quality and outstanding value in an easy-to-find way. Selected items are denoted with an 'MVP' icon. In addition to the Web site, the new MVP program also is featured at the Packers Pro Shop at the Lambeau Field Atrium, as well as at concession stands on gamedays.

The Pro Shop's new warehouse on Ashland Avenue in Ashwaubenon is now fully operational. The facility acts as a receiving and distribution center for all Packers Pro Shop locations, including the stores in the Atrium and gameday concessions, as well as the online and catalog operations. The new catalog operations call center opened this week, as a final component of the transition.

"The expanded capacity of the new warehouse has allowed us to become more efficient and effective in all areas, including our stores, catalog and online operations," added Hogan. "In today's retail world, we recognize the need to be able to service our fans and customers at the highest levels across the board. Our behind-the-scenes work is where it all starts."

More information on the Packers Pro Shop is available online at or via telephone at 800-992-5750.

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