To that end, the company backhauled one of its Internet POPs to Washington, D.C., to better meet the needs of its East Coast shoppers. It also moved to a new and more powerful e-commerce server and image delivery system and deployed application delivery appliances from NetScaler. What Pacific Sunwear didn't do was shop for more bandwidth, even as traffic to its e-commerce site more than doubled.
Here's how Pacific Sunwear managed to pull it off.
SOCIAL STUDIES
When Pacific Sunwear first began planning an online presence in 1998, the issues that came up were more social than technical. "We had two camps--one for and one against--about whether to offer our products online," recalls Ehlers, one of those in favor of the move to the Web.
"The 'against' camp said that, for our kids, shopping is a social experience, [done] in groups, and that the Internet is a solo shopping experience," he says. Moreover, they argued that most of the customers were under 18 and didn't have credit cards, and that Pacific Sunwear stores had become prevalent enough that the majority of these kids had access to them.
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