Casual Living Marketing Case Study

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ROO: Web Site Development - Casual Living Products Unlimited
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NEW! This site is a 2009 Interactive Excellence Winner!

Overview
This outdoor furniture manufacturer needed a complete web overhaul. Prior to the site upgrade, Casual Living's site did not reflect their market leadership or product quality. It also did not engage or serve customers.

Objectives
• Deepen relationships with dealers by making it easier for them to do business with Casual Living
• Save staff time
• Attract new dealers
• Position the company as a market leader

Solution
We evolved the static site into one that supports business activities. We improved the company's visual presentation and leveraged three key differentials: customer service, product quality and color selection. We also ensured that the web site integrated with the company's new brand strategy.

The site features a password-protected, dealer’s only section that allows qualified dealers to:
• Place orders online via a form (e-commerce is planned for Phase 3)
• Download and modify price lists
• Download and use products images and logos for marketing
• Maintain account information

Casual Living’s staff protects the integrity of their data by approving dealers before providing access. Casual Living also uses an administration tool to update job postings.

Return on Objectives

Dealers began conducting business with Casual Living online vs. phone or fax, resulting in an immediate time savings for Casual Living’s administrative staff.

There were 219 dealer logins in the first quarter of 2009 alone.

Time on site increased by 218%, Pages viewed increased by 130% ( over the same time period comparison) demonstrating the amount of time dealers were now spending online in business activity or learning more about Casual Living’s products and benefits

Casual Living is providing its dealers with more marketing support than ever, and reducing costs associated with the old way of supporting dealers (such as burning and shipping image CDs)

Sales reps use the site as a selling point.

This site accomplished all of our key objectives. Dealers love it. It saves our staff time processing orders and spent managing administrative requests. Dealers have on demand access to pricing and images. They can place orders at their convenience. We are very pleased with your performance on this site.

Owner, Casual Living Products Unlimited (April 2009)