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Red Sky Interactive has developed "Oxford Express," a shopping utility that allows shoppers on the Land's End Web site virtually to assemble the exact shirt they want. The mission, according to ChannelSeven.com, was to provide the quickest way for shoppers to find the right shirt among the thousands of combinations of design and color options.

The solution was to replace traditional product-browsing with a more intuitive product-building retail experience.

Shoppers start with a blank slate and, by selecting each attribute, they can purchase shirts that meet their exact specifications. Oxford Express also allows shoppers to select certain features and immediately see how this choice would affect the range of styles available. Billings for the effort were not disclosed.

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