Revamped American Leather Web site gets 40% more traffic
By Joan Gunin -- Furniture Today, October 16, 2005
Dallas — Custom upholstery manufacturer American Leather has recorded increased traffic to its revamped Web site, launched in April.
"We are able to track unique visitors," said Cary Benson, co-president and chief marketing officer for American Leather.
"Since the launch of the new advertising campaign and Web site this spring, site traffic is up about 40% and the number of consumers asking questions or requesting information is up more than 50%," Benson said. "This not only tells us that the site is becoming an increasingly good resource for consumers to learn about our company, but it allows us to further direct consumers to our retail partners."
The Web site launch strategically followed American Leather's 2005 ad campaign rollout, which included spots in national consumer publications and the HGTV channel. Benson said American Leather is considering repeating the 90-day campaign because of its success.
This year's branding and advertising campaign focused on the company's new message of "fashion, performance and innovation."
American Leather also developed an eight-page ad insert that ties in the look and feel of the Web site with the ad campaign.
The relaunched Web site at www.americanleather.com was designed to portray the new branding message to retailers and consumers and to give consumers an engaging, intuitive and informative place to learn about American Leather, its products and leather care.
Internet marketing firm Symetri (www.symetri.com) was retained to reinvent the site.
Visitors to the site will find a new search function and an expanded color swatch viewing area to allow consumers a first-hand view of how they can customize their American Leather furniture.
The site navigation also has been redesigned so that now visitors roll over the navigation bars and additional information appears, providing a more interactive experience. Products are prominently featured on the site with both a graphics catalog of silhouetted product shots, and configurations and details about each product.
A dealer area on the site allows retailers to place orders with the factory, check production status and order delivery, and receive customer service support.
Another page gives information on delivery status, and any product or out-of-stock issues.
"We created the new site to help bring our customers the most interactive and informative means of learning about our company and the various options and resources available to them," Benson said. "As we continue to brand our company as one of the leading manufacturers of premium leather furniture, the Web site will become an even more critical tool for staying in front of consumers and supporting our retail channel."
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