Kincaid unveils new Web site
By Brian Carroll -- Furniture Today, January 8, 2006
Hudson, N.C. — Ten months of Internet development at Kincaid Furniture culminated in a new Web site and product search engine.
The new consumer site at www.kincaidfurniture.com puts far more emphasis on lifestyle than did previous iterations and, for the first time, showcases all 24 of the La-Z-Boy company's full-house collections.
Also on the site for the first time are Kincaid's offerings in upholstery and in accessories.
"It's a great story of before and after," Todd Hady, vice president of sales and marketing for the company, said of the site redesign.
Prior to development, which began in February, only six Kincaid collections were viewable online and no upholstery or accessories could be accessed. From less than 25% of the line shown at the beginning of the 2005, the new site boasts almost 100%.
"It's the one place on the Web where a consumer can see everything we make and search the line in a number of ways," Hady said. Kincaid is not a part of FurnitureFan.com or other furniture marketing Web sites.
By incorporating a searchable database of product — all of which was newly photographed for the site and for its companion retailer extranet — the new site design allows consumers to shop by room, item or collection. Previously, searches could only be done by collection.
Room categories include bedroom, living room, dining room, home entertainment and home office.
Full-color photos show each Kincaid item in coordinated, fully accessorized vignettes. The company also is using the photo library created for the site to generate new product catalogs for retailers.
Consumers clicking on a piece of furniture see specific product details, including dimensions, as well as suggestions for matching items.
"We've tried to replicate the experience of shopping at a Kincaid Home Furnishings store or an in-store gallery," Hady said.
Also new are a Design Center, in which consumers can read up on and view trends and fashion tips, and a product care page. A design tips section guides consumers in selecting colors, textures and fabrics.
A new room layout tool allows consumers to draw up a room on a blueprint-like grid, then to place on the grid icons representing furniture items. Completed grids can be printed and brought to the store.
The site's dealer locator also has been tweaked. A search for local retailers, which pulls up locations within 100 miles of a consumer's address, now gives priority to Kincaid Home Furnishings stores where possible. The company has 20 dedicated stores.
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Kincaid unveils new Web site
Jan 10, 2006
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