Learning Express Increases Online Revenue By Over 300% Using MindFire's Sales and Marketing Solution

Leading educational toy retailer, Learning Express, uses MindFire's Sales and Marketing solution to attract more customers and increase sales.

Irvine, CA - (November 8, 2002) - MindFire, Inc., a leading provider of business software and marketing solutions, today announced that Learning Express, a nationwide specialty toy store franchise, has experienced over a 300% increase in online revenue using MindFire's Sales and Marketing Solution.

MindFire successfully integrated Learning Express's online catalog with a content management system that allows Learning Express to edit, preview, and publish pages that are optimized for enhanced placement in search engines through a user-friendly point-and-click interface. In addition, MindFire Integrated Commerce enables Learning Express to easily build "Feature Pages" for promoting specific products, categories, and vendors that customers can find through search engines or on the Learning Express corporate web site.

"The ability to create Feature Pages has been absolutely critical to our success in promoting our vendors and key product groups," said Sharon DiMinico, CEO and Founder of Learning Express. "Not only have we been able to expand our online catalog, but we have also experienced an incredible jump in sales directly attributed to increased traffic from search engines and various other web channels. In only two months, we have seen a return on our investment in MindFire's Sales and Marketing Solution."

MindFire's Sales and Marketing solution includes a network of franchisee web sites that are branded to match the look-and-feel of the Learning Express main site. Each web site allows locations to customize content, providing important information specific to each location.

Using MindFire's Sales and Marketing solution, orders placed on the Learning Express web site are routed to the appropriate franchise location for fulfillment. Administrative tools for managing and fulfilling orders are also available to participating franchisees, while Learning Express Corporate maintains overall control. Behind the scenes, MindFire's intelligent page building dynamically renders web pages that maximize search engine ranking.

"Learning Express is now a multi-channel retailer, and one that is succeeding in the post-dotcom era," said David Rosendahl, V.P. of Client Services for MindFire, Inc. "With the introduction of the features offered by MindFire Sales and Commerce, Learning Express now has the tools to significantly increase online sales. It is very satisfying to have such a measurable impact, especially so quickly."

About MindFire
MindFire provides leading edge technology solutions that power marketing initiatives. Its products allow companies to reach new customers, engage existing customers, and enhance traditional marketing efforts. MindFire is located in Irvine, California, and its customers include T.G.I. Friday's, Learning Express, and Hunter Douglas.

For information, email info@mindfireinc.com or visit www.mindfireinc.com.

About Learning Express
Learning Express is the largest retail franchise of specialty toys stores in the US. Founded in 1987, Learning Express offers a wide selection of educational toys and games for children through 130 owner-operated stores and online at www.learningexpress.com.

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