Hunter Douglas, North America’s leading manufacturer of custom-made window fashions with annual sales of $2.4 billion, sells its products through storefront and shop-at-home dealers, yet many consumers conduct the majority of their shopping research online. With the 2009 site redesign, we set out to evolve the site so that it mirrored the best experience consumers encounter with the finest Hunter Douglas dealerships around the country.
The result is an award-winning site that invites consumers to learn about Hunter Douglas’ expansive line of window fashions through faceted searches, interactive photo galleries, swatch views, and detailed product pages. They can save their favorites to “My Workbook,” which creates a customized portfolio of design and technical information for consumers to share with dealers. “My Workbook” content can be emailed and printed, as well as compared against other products and modified as desired.
To further personalize the visitor experience, boost engagement, and move in-market consumers closer to an actual purchase, the site remembers visitors’ activities and preferences and provides quick access to this content upon their return.
Our strategy for the site was guided by in-depth consumer interviews, market analysis and usability and prototype testing. We employed an agile development process, built the site using Flash/Ajax technology and put in place extensive analytic tags for future measurement and performance analysis. “Our site now successfully bridges the gap between the web and the dealer experiences,” said Linda Bellitt, Director of Marketing Technology at Hunter Douglas. “Based on site information collected to date, its interactive features, customization tools, and thorough presentation of our extensive product line are clearly resonating with consumers as they conduct their research on the way to making a purchase.”