| Product
Report: Web Sites
What's
All This about Web Sites?
We all know about
the Web; we use it every day. But is it really good for business?
A poll of top industry professionals indicates yes.
Web sites have quickly become the go-to resource for finding information—about
a company, its products, its programs and what others think about
them. Product suppliers are taking advantage of this fact by providing
customers—trade and consumer—with immediate and always
available answers. For trade customers specifically, the Web has
become a business tool used for ordering, tracking orders, downloading
product specs and getting the latest news on promotional programs.
Yet with all of its advantages, such as cost-effective marketing,
we find that in most cases the Web has not replaced traditional
advertising.
JUST A CLICK AWAY
Joe Jankoski
Corporate Vice President
of Merchandising
Hunter Douglas
Whe World Wide Web is bringing rapid and radical change into our
lives. The Internet has become the ultimate place to do research
of all kinds. We at Hunter Douglas have realized that most savvy
consumers who want to know more about window coverings are flocking
online for their due diligence.
We have created a robust site www.hunterdouglas.com
that provides the consumer with an enormous amount of content that
is organized in a user-friendly, intuitive fashion. Our Product
Advisor recommends the product that best responds to a consumer’s
specific needs. In our Photo Gallery consumers can choose a product,
a room and a design style to make ideas come alive. Product specs,
downloadable brochures and instructions are just a click away. They
can even send our resident designer Sally an e-mail and she will
write back providing one-on-one consultation. Our dealer locator
will direct the consumer to a well-trained, well-merchandised dealer
that is conveniently located to ensure we provide them with a thoroughly
satisfying shopping experience.
In addition to our consumer site, Hunter Douglas also sponsors a
separate trade-only, password-protected Web site providing our dealers
with over 10,000 pages of content and tools to enhance their local
businesses: www.dealers.hunterdouglas.com.
You can sign up for training seminars, build a customized ad, check
current promotions, download hundreds of photos, check prices on
the live Reference Guide, read Views magazine and get technical
information and review our comprehensive Product Component Guide
to highlight just a small portion of the wealth of information that’s
there for our dealers, when they want it.
Hunter Douglas also supports the contract and commercial business
with a Web site that caters to the needs of architects, commercial
designers, developers and owners of commercial properties: www.contract.hunterdouglas.com
exposes the wide variety of innovative Hunter Douglas products and
services targeted to this important market.
Last, but far from least, Hunter Douglas fabricators have embraced
the power of the Internet by creating a very robust electronic ordering
and tracking system that provides their dealers with greater accuracy,
faster response time for all, while reducing costs for all involved
on a 24/7/365 basis.
Hunter Douglas is committed to continuing to use the Internet to
attract new consumers to our brand, to supply value-added services
and educational tools for our customers, and to explore innovative
new ways to make it simpler and more cost effective to do business
with us.
IMMEDIATE AND INTERACTIVE
Thomas Oder
Creative Department Coordinator
ADO Corp.
ADO has recently launched a brand new Web site, www.ado-usa.com.
The new Web site was designed to provide the user with an experience,
not just a list of products and where they can be bought. You generate
sales on the Web by giving the average user a reason to stay and
interact with your site. Current studies suggest that we have about
eight to 10 seconds to grab the users’ attention enough for
them to stay at our site before they move on to another.
What sets the ADO site apart from others is it’s interactivity.
Immediately the user finds that they have arrived at a site that
is not static, it moves, plays music and generally invites the user
to explore. There are a lot of valuable tools on the site, and it
is one of the best support tools that we have for our new World
of Styles concept. Not only can you view each of the four styles
on the site, but also, you have the opportunity to view videos of
the styles, read background information and view still images. Beyond
that, you can get in-depth information about our Smart Fabrics line
including ActiBreeze and BioProtect. You can find information on
ADO’s history, products and services offered and even employment.
Customers can order directly from the site, as well. Once you become
an ADO customer you will be given a user name and password that
allows you to place orders and look through our 2006 catalog online
via PDFs of each section of the book. We will be adding to this
section of the site in the future to provide tools for are customer
to make the process of ordering fabric from ADO as simple as possible.
The ADO Web site is part of our advertising and marketing budget.
A Web site has to be in your budget in today’s market where
information is so readily available online. One of the first things
a potential customer will do is search for you on the Internet to
see what they can learn before contacting a company to carry their
line.
Still, the ADO Web site has not replaced more traditional methods
of advertising. The ADO site is a support piece in our marketing
campaign, as is magazine advertising. You have to use both of these
methods to more fully connect with your customers. You can no longer
deny the power of the Internet, but you cannot use it as a replacement
for other, and sometimes more appropriate, advertising methods.
MANAGING BUSINESS ONLINE
Donna Casey
Marketing Manager
Gulf Coast Window Covering
Gulf Coast Window Covering’s Web site, The Channel, is used
to promote business in several ways. And, because it is always the
most current source of information for our dealers, it enables them
to run their businesses more efficiently and effectively.
Not only can dealers place, track and pay for their orders online
at The Channel, but dealers also can manage the following business
tasks:
• Quote an entire house of windows with different products
in just a few clicks.
• Manage and store their customer database online.
• Quote their customers using margin, markup or cost factor.
• Customize their quotes by adding a logo.
• Manage and customize the information they want additional
employees to view.
In addition, when dealers logon to The Channel, they are able to
view the latest news and information concerning promotions, new
products, product tips/updates, training and more. It is a great
resource for posting information that needs to reach dealers quickly
and is used either in place of or in addition to traditional mailings.
The Channel online dealer resource center is a part of the Gulf
Coast advertising budget. Several incentive promotions are offered
throughout the course of the year for dealers who place their orders
online.
PORTAL TO IMFORMATION
Stormy Clements
Marketing Manager
Norman Shutters®
At Norman Shutters® we leverage the Internet to communicate
powerfully with existing and prospective customers in a way that
streamlines and accelerates our business.
Our customer Web site features an indispensable ordering and tracking
tool that our distributors and fabricators use to manage their accounts.
Our public Web site at www.normanshutters.com
educates and informs trade and consumer inquirers about our product
and service advantages. It is a portal for many of our initial contacts
and a complete information resource for anyone who wants to learn
more about our company, products and community activities.
We feel that customers have come to expect immediate access to credible
marketing materials and the Internet helps us deliver our compelling
messages. It is an effective way for us to communicate our passion
for shutters and what has defined us in the window covering industry.
In addition, shutters and window coverings design is an extremely
visual medium. Through our photo gallery and literature we illustrate
the timeless beauty that shutters bestow upon a home.
For example our new 28-page Sussex® Shutters Consumer Booklet
is available for downloading on our public site. In addition to
many illuminating images it explains some of our unique processes
like Prescription Wood Conditioning™, engineered reinforced
stiles, hand finishing and our exclusive use of quarter-sawn louvers.
We feel that immediate access to our high-impact marketing materials
and stunning images helps customers make informed decisions about
their shutter purchases.
RESPONDING TO CUSTOMER NEEDS
April Pfefferkorn
Director of Marketing
Royal Window Coverings
A new look and exciting new Web-based services including online
ordering are just around the corner at www.royal
windowcoverings.com.
Now even easier to navigate, the Royal Window Coverings Web site
upgrade contains business-to-business information on products and
programs and is designed primarily to meet the needs of fabricators
and retailers with an additional site built specifically for contractors.
Online ordering, set to launch this month, is the result of a successful
information management system upgrade and high demand from a number
of Web savvy Royal partners. This new service will be available
in addition to traditional forms of ordering and will provide customers
with the option to place and track orders online.
An interactive dealer locator to be launched in May is designed
to drive the end-user to independent dealers of Royal products.
Consumers will have access to the local dealer’s address and
Web site.
Royal Window Coverings has operated a company Web site since May
5, 2004. The site has been in addition to traditional marketing
tools and has proven to be an excellent source of news dissemination.
It also serves as a great resource center by providing customers
and prospective customers with online catalogs in every product
category for easy access to styles, colors, warranties and item
numbers.
Royal continues to track the advancements in Web-based technology
and aims to provide customers with a number of new services in the
future.
VIRTUAL SHOWCASE
Eileen Meitzner
Co-President
Evan Marsh Designs
Evan Marsh Designs relies heavily on its Web site to promote its
products and services. Since our major product, DreamDraper®,
is a visual one, the Web site provides a great opportunity to showcase
the features and capabilities of this computer-based design system.
From the very beginning we have used a variety of features to provide
information and to stimulate visitor interest including animation,
online demos, an online user forum and support, links to and from
other sites, and Webinars. And, our products and Webinars cater
to both PC and Mac users.
More recently we introduced DreamDraper® Quick Quote™,
which has rapidly become the industry benchmark for estimating window
treatments. Extensive use of online capabilities, including Web
site demos and Webinars, contributed greatly to the successful introduction
and commercialization of this amazing system.
The Web site is easily updated and has the advantage of being available
every hour of every day, serving users of all types. Last year we
added a commerce piece for online ordering that not only has increased
sales but has greatly simplified our order entry and fulfillment
process.
In recent years our Web site and other online advertising opportunities
have become a key part of the DreamDraper marketing plan. Just as
with print, some approaches are more effective than others, and
one must carefully evaluate the value of each initiative. We still
place significant print ads, but there’s no doubt that our
Web site and other online applications will continue to play an
increasingly important role.
BUSINESS PREFERENCE
Ross Garretson
Director of Marketing, Customer Support and IT
Elmar Window Fashions
Elmar Window Fashions believes there has been, and will continue
to be, a shift in the number of customers that prefer to manage
their accounts online and receive electronic communications. Computer
literacy, availability of services and promotions, broadband access
and ease of use all contribute to a growing trend for online services.
With close to half of overall sales transmitted electronically,
Elmar continues to enhance its offering.
Elmar recently launched a redesigned and more robust Web site, www.elmarwindowfashions.com,
for both prospective and current customers. With many new features,
customers are now able to view expanded content, manage their accounts
electronically and stay current with the growing number of programs
and services provided. The Web site also serves as a gateway to
various online tools made available by Hunter Douglas.
The support pages offer an exclusive Knowledge Base, with hundreds
of commonly asked questions and solutions driven from previous inquiries.
This dynamic tool allows both employees and customers to view the
same information on a highly diverse and technical product range.
Customers can view installation instructions, parts diagrams and
repair information. Available for ordering are parts, sales aids
and merchandise, as well as discounted products.
The Resource Center section of the site is designed to allow customers
to manage their accounts with Elmar 24 hours a day, seven days a
week. Quoting, order processing, order status, sales reporting,
payment online and submitting requests directly to Customer Support
are all available online.
Elmar also has been communicating with customers electronically
through e-mail marketing efforts to announce promotions, product
specification changes and company announcements. Dealer segments
are established to target-market specific customers, as well as
to distribute newsletter-type content.
AWARENESS AT ALL LEVELS
Shannon Hodges
Eclipse Shutters by Vinylbilt
The brand new Eclipse Shutters by Vinylbilt Web site, www.eclipseshutters.com,
promotes business by building brand awareness and product knowledge
at all levels from the consumer to within our own industry. Our
consumer-oriented site is designed to provide features and benefits
of our product as well as a visual experience where consumers can
imagine how their homes will look and feel with Eclipse Shutters
on their windows.
Although our site does not incorporate e-commerce or order entry
today, it does offer unique features for our dealers/designers and
our fabricators. Eclipse Shutter dealers can login to the site to
access more detailed product information and selling tools. Fabricators
also have their own login area featuring valuable resources to help
maximize their Eclipse Shutter business.
Our new Web site is a very crucial part of our advertising plan.
The Internet is an outlet that consumers, dealers/designers and
fabricators all utilize daily. Having one medium through which we
can reach all three of these target markets is extremely valuable.
The creation of the Eclipse Shutters Web site has not replaced our
traditional marketing efforts such as trade advertising. However,
it does impact our planning and execution of other marketing programs
including direct mail, collateral materials and some consumer-oriented
marketing. The Eclipse Shutters by Vinylbilt site will continue
to be a very integral part of our marketing and advertising plans
for the future.
MULTIPLE SITES, UNIQUE PURPOSE
Corina McRee
Internet Marketing Manager
Comfortex
We have three Web sites: www.comfortex.com,
www.comfortexdealers.com
and www.blindcrafter.com.
Each site serves a unique purpose.
Comfortex.com is our corporately branded site and targets both consumers
and dealers. It is used to promote the Comfortex brand and our window
fashions features and benefits to potential customers. It is also
used as a recruitment tool for potential dealers.
Comfortexdealers.com is our password-protected dealer site. It allows
dealers access to all types of product information including price
lists, fabrication instructions, new dealer programs, tech bulletins,
marketing programs and our online shopping cart.
Blindcrafter.com is our consumer site to promote and build the Comfortex
BlindCrafter brand. Not only does it educate consumers on the features
and benefits of Comfortex Window Fashions, but it also promotes
the service benefits of shopping with a Comfortex BlindCrafter dealer.
Comfortex.com and blindcrafter.com feature a customer club. Consumers
are able to register, providing their personal information in exchange
for product literature. During this registration process, customers
tell us which products they are most interested in and we can then
target them accordingly. We market to these potential customers
twice a month through e-mail campaigns.
Our Web sites feature a host of interactive tools. For consumers,
we have the Virtual Decorator and Photo Gallery. The Virtual Decorator
allows a consumer to select a room setting and product and then
paint the colors of the walls and trim and select the product color.
This provides a great view of the product before they purchase.
The Photo Gallery allows customers to alternate between whole room
scenes and product detail images for a better understanding of Comfortex
products.
For dealers, our site features online training programs that are
product specific as well as a comprehensive shopping cart for fabricated
and distributed orders. Dealers are also provided with a variety
of product photos for download in either Web or print formats.
Our consumer based Web sites are part of our advertising budget.
We have been able to use online advertising programs to attract
higher quality, lower cost leads. |
