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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, 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.

More News from 6/25/2004