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Rail News Home Intermodal

6/25/2004



Rail News: Intermodal

BNSF brainstorms, benchmarks before retooling intermodal Web site



Burlington Northern Santa Fe recently revamped its intermodal Web site to improve navigation and provide more information.

Accessible at www.bnsf.com/business/iabu, the site now offers easier-to-find categories, custom-tailored pages for each industry segment with relevant links and contacts, data-rich charts and video clips, a "frequently asked questions" application and glossary.

BNSF officials conducted customer surveys, brainstormed with sales managers and benchmarked 10 other Web sites — including those of Union Pacific Railroad and some shippers — to gain ideas for the redesign, said Ed McNack, general director of marketing support, consumer products, in a prepared statement.


Contact Progressive Railroading editorial staff.

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