PR Artistry Ltd
More contemporary design classics from leading provider of modern furniture
and home accessories now available through virtual store
Heal’s, leading retailers of contemporary modern furniture and home accessories, has extended its online presence with its ‘virtual store’. Launched originally in November 2000 with a select range of gifts, the site now promotes over 500 items from the Heal’s contemporary home accessories range. The visual style of the web site - which complements the elegant design of the stores - was designed for Heal’s by an independent design agency, while the technical aspects of the web site are managed by e-commerce specialist e-InBusiness.
The online presence has enabled Heal’s to extend its presence to consumers throughout the UK, adding to its existing four stores located in the South East of England. Following its success, Heal’s now considers the web site as an additional virtual store with its own business plan and long-term growth strategy.
Jocelyn Rees, marketing manager at Heal’s said: ”We originally launched the web site with just 90 products and have now increased it to provide a comprehensive range of home accessories. The site is established as an additional outlet – e-InBusiness provided us with all of the technical skills to integrate it with our systems so that we can replenish stock levels in the same way as any of our other stores.”
e-InBusiness worked with the Heal’s IT department to develop stock and sales integration between the web site and the store’s mainframe stock system.
As the number of products has increased, e-InBusiness developed additional functionality including product searching and product variations. The product screens and shopping process were also modified to reduce the costs of adding further products to the site.
The company is currently running a “chrome” theme, whereby related goods from a chrome kitchen and dining accessories range are promoted on the site’s home page, enabling customers to click straight through to the relevant page. This theme, designed to make the site more interesting to clients, is linked into its direct marketing campaigns. As Christmas approaches a new seasonal theme takes over the home page. e-InBusiness developed the technology to randomly present products within the chosen theme.
Heal’s actively promotes the web store through strategic partnerships with ISPs (internet service providers) and affiliate marketing programmes, as well as including the site details in its advertising. The company has successfully used email marketing to encourage visitors to return to their web store.
“The Heal’s web site is an excellent example of how established “bricks and mortar” companies can develop successful online e-commerce stores,” said Bob Grindley, Commercial Director at e-InBusiness. “With innovative marketing programmes and a realistic business plan companies can create web sites that integrate with existing operations and generate additional revenue streams.”
For more information about how e-InBusiness helped Heal’s develop this very sucessful website call Andreina West on 01491 636191 for a copy of the
case study or see the evidence at: http://www.heals.co.uk
e-InBusiness Limited is a specialist e-commerce system builder, based in High Wycombe. The company enables organisations across the UK to sell their products on-line through the Internet. Clients use e-commerce systems from e-InBusiness to sell to both consumers and to other businesses.
e-InBusiness provides consultancy, web site design, software development, secure payment systems, reliable 24 x 7 hosting, training and support services. e-InBusiness is an accredited INTERSHOP partner.
For more information visit: www.e-InBusiness.co.uk
Bob Grindley/Michelle Robins
Tel: 01494 614530
Andreina West/Mary Phillips
PR Artistry Ltd
Tel: 01491 636191
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