Enhanced Website Helps Largest Retail Hobby Franchise Convert 42 Percent More Web Visits to Sales
NASHUA, N.H., March 29, 2012 /CNW/ - Ektron, the company that empowers organizations to fully realize their websites' marketing and revenue-generating potential, today announced that HobbyTown USA© has implemented an enhanced Ektron-powered website that ties together the hobby retailer's in-store and online experiences.
"For some customers, the HobbyTown site is the equivalent to their local hobby shop," said Dave Stanley, director of Web Development and Business Intelligence for HobbyTown. "That relationship, bringing together retailers with customers, is very important to us, and we want to make sure of a tight personalized connection between the online and in-store experience."
With Ektron, HobbyTown customers now are able to see product availability and pricing from their local store, complete their purchases online, and choose an in-store pick-up versus shipping. The Ektron platform makes the online experience as simple as an actual store visit since customers now can determine whether an item is in stock without needing to visit or call their local store.
HobbyTown USA rolled out its new website in July 2011. As it shopped for a new solution, HobbyTown set a goal of creating a marketplace that could support hundreds of franchisees while allowing each store to maintain its unique personality in the community.
"We want brand consistency, but these are also independent business owners," Stanley said. "Our previous web solutions didn't represent our brand or our stores as a whole online in the way we wanted."
Stanley said since implementation, the new site has helped the company convert 42 percent more web visits into sales in January and February 2012 compared to the same period in 2011.
The new site generated the following benefits for HobbyTown:
- A tight connection between the online and in-store experience
- Stores now have control of their own online marketing to promote events and sales
- Customers can see product availability and pricing from their local store, purchase online, and choose in-store pick-up
- Sites integrate with the Avalara sales tax automation system
"Using Ektron, HobbyTown is making its franchisees more successful by giving them visibility and generating more sales through the web while still serving hobbyists with personalized service," said Tom Wentworth, chief marketing officer at Ektron. "We at Ektron are thrilled with the results HobbyTown is generating and the experience the new site is providing for customers and franchisees."
Ektron simplifies the creation, management and delivery of digital experiences for global organizations that are looking to drive revenue growth and improve customer satisfaction. Ektron helps companies deliver customer experiences to their audiences through digital channels by using content to engage consumers and drive business outcomes. Headquartered in Nashua, N.H., with offices in Australia, Canada and the U.K., Ektron has thousands of customers including: Dell, Fairmont Raffles Hotels International, Las Vegas Sands, Microsoft, NASDAQ and National Health Services UK. For more information: www.ektron.com.
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