Next, read those e-mails carefully. Look for problems - you can't learn much from praise. Next, study the pages of successful merchants and try some of their techniques. Remember that the purpose of a main page is to get people to a place where they can get service, and do it quickly. Now that we've talked at-length about design in merchandising, let's talk a moment about price.
Price does move the merchandise.
A special will get people in the door, but its effect is like buying links. You're getting one chance to make a good impression, and you have to deliver on the sale's promise to get the customer back. What everyone is trying to develop is value, the feeling that whatever the price, it's fair. That's the whole package - the price, the experience, the fulfillment. If you concentrate on delivering all of it, you're a good merchant, and can survive some mistakes in design.