True Digital has won a Fresh Digital Award for its work with client Furniture Village which has now been voted Freshest Online Retailer. The third annual Fresh Digital Awards have been hailed by both media and industry as demonstrating the enormous amount of regional UK talent within a vibrant sector. Entry levels for this year’s awards surpassed the expectations of the organisers.
True Digital has accelerated Furniture Village’s impressive business growth by creating a website (www.furniturevillage.co.uk) that supports the buying process, drives more qualified leads and showcases their products. Enlarge and zoom, texture mapping and online video help the user “feel” the quality. Most importantly, online advice replicates in store expertise and the buying experience is seamless.
Despite relatively flat real world traffic, conversions online are up by a significant percentage as natural and paid for search, e-mail and affiliate marketing drives more qualified buyers in store. Online is now the retailer’s most profitable store, and set to be their biggest within 2 years.
Tim Beckett of True Digital says, “Furniture Village has 35 UK stores and turnover of £180 million. They wanted to take their offer online, with a site to generate sales and provide a channel where customers can browse before visiting a store. Our solution was to create a digital experience to reflect the core brand values of the bricks and mortar stores – one where the product is the star. A clean photography style with zoom and spin functionality delivers impressive product presentation.”
He continues, “The online purchase experience is made seamless, simple and elegant. Online traffic is maximised by targeting consumers in-channel through natural and paid for search, e-mail, and affiliate marketing. We integrated the website fully with core business systems – inventory, offers and pricing – on a daily basis. Orders were directly linked through to the company’s back-office system.”
Paula Kelsey Fresh Director says, “The practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner has never been more relevant and the innovative techniques employed to target customers ever more creative. Fresh will continue to champion this sector and increasingly, Digital is becoming the strongest programme within our portfolio.
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