Agency: The Refinery
Manchester based integrated marketing agency Refinery has designed a new website for kitchen and joinery specialist Magnet Trade magnettrade.co.uk which boasts industry leading features and technology to enhance its services to and communication with the building trade.
In addition to allowing Magnet Trade account holders to access and pay their accounts online, the new site is a source of trade-related product information, handy tools and downloads.
Refinery was appointed as Magnet Trade's full-service marketing agency in 2008 following a competitive three-way pitch. The new website is an integral part of a major brand communications re-launch being implemented by the agency across all communications channels.
From the landing page magnettrade.co.uk, visitors to the site are directed to three distinct areas, each dedicated to different customer's specific needs – whether they are a trade professional’s customer looking to view the kitchen or joinery product range, a builder wanting to find out more about Magnet Trade or a Magnet Trade account holder.
For the building trade there is an all-new section with the latest offers and promotions; news about services being launched and branch openings; a branch locator tool; a brochure ordering form, information on products and a what's new section for the hot off the press products. Other useful online tools include conversion tables, information on building regulations and a section on sustainability.
There is a comprehensive tool kit, including a floor planner, window estimator, weather reports, traffic reports, and details of the free design and planning service available to account holders.
"We've also made it much easier to open a trade account and the website clearly explains the benefits of becoming a Magnet Trade account holder," says Refinery director Philip Armitage. "To encourage builders to sign up with us there's an online application form plus a £50 incentive to become an account holder."
Through the account holder-only section of the site, Magnet Trade customers can now access their accounts, view all transactions and settle outstanding balances online as well as enjoy exclusive product offers and online only deals.
The third area of the Magnet Trade site is a consumer-facing product section. Philip Armitage explained: "This has been created in response to feedback from our trade professionals who wanted a sales aid for showing their customers which kitchens and joinery products they can offer them.
"The range of Magnet kitchens available from a trade professional is different to Magnet's retail collection available through Magnet stores, so it's important that the trade website reflects and communicates this difference. This section of the site reinforces that these kitchens are only available through trade professionals but pushes the added value service that they can enjoy such as the design and planning service."
Anjum Ahmed, marketing director for Magnet, said: "The new features on the site have been designed to make it easier for local builders to access Magnet Trade's massive deals, open an account and to manage their account online. It's also a great one-stop resource for building-related information, product details and as a way to help builders to sell to their clients.
"Overall, we're making better use of the digital channel as a way to communicate with small building firms spread across the UK and to complement the personal service that's so important to local builders, who often work alone and so rely on our branches for information, advice or just come in for a chat.
"The new site will be supported by a digital marketing campaign starting this summer."
Magnet Trade is a leading supplier of kitchens and joinery to trade professionals with more than 170 trade branches nationwide. Visit magnettrade.co.uk Magnet's consumer website can be found at magnet.co.uk
Refinery Marketing Communications handles all marketing communcations for Magnet Trade including brand development, CRM activity (DM, SMS, e-shots, customer magazine), advertising, catalogues/brochure design and print, store support activity and POS.