After just be named “Best Catalog Website” by the Web Marketing Association's 2003 WebAward competition, has re-launched its website with expanded features, improved functionality and faster checkout.

“This fall's upgrade is all about convenience,” says Mary Lou Kelley, Vice-President of E-Commerce at L.L.Bean. “We want to help customers select products and make it easier for them to buy the products they've selected. Our goal is to establish as a leader in shopping convenience.”

New features on the re-launched site include Shop by Outfit, Mix and Match, Activity Lists and Track My Order. These new additions combined with an upgraded search function and a streamlined checkout process makes the site easier to shop than ever before.

With just one click, the “Shop by Outfit” feature makes it possible to view and buy an entire women's outfit from shirts to shoes on a single page. “Mix and Match” allows customers to experiment with different combinations of colors and styles — a real plus when ordering bedding and kids clothes — and to place their order from the same page. Choosing the right gear and clothing for outdoor adventures is made easy with the “Activity List” feature. Select an activity and a page of suggested products appears. Click on a product and will take you to a page of products suitable to the activity.

For the holidays, is also upgrading several existing services, including expanded personalization and monogramming services and improved search result sorting.

“These changes to our site not only expedite the customer's shopping experience, they help customers make better purchasing decisions more easily,” continues Mary Lou. “Our research tells us that web shoppers use short cuts and summarized information to help them make decisions, and we are at the forefront by taking this to the next level of ease of shopping.”