Situation – The client, a manufacturer of specialty furniture
sold primarily through distributors, wanted to expand its Web presence. With
limited resources, the company had built a first generation brochure-type site.
The site drew traffic, but generated only incidental business.
Challenge – The client had a solid traditional
distributor-based business, and did not want to jeopardize this lucrative
channel. However, they wanted to be able
to offer a limited line of furniture direct to customers on the web. Precision in customer targeting and product
offering was a must.
Solution – A site architecture was developed that honored
the company’s traditional lines of business, yet directed customers to a select
group of furniture available for purchase on the web. Customers were directed to different parts of
the site based on customer type (laboratory vs. classroom, etc.) and urgency of
Results – The site, with minor updates, is still highly
functional and productive several years after the new architecture was
implemented. Web-based sales have
continued to grow and now represent a significant percentage of the client’s