Design Essentials

An eCommerce makeover for a leading ethnic hair care company that was designed with “You in Mind.”

Situation

McBride Research, a leading ethnic haircare company needed a more robust ecommerce solution and web presence for their line of Design Essentials products. The company’s existing ecommerce site did not convey the market-feel that other literature did and its engine was not client-manageable. Besides the look and feel, customer transactions were minimal for a company of its size and product reach. McBride Research needed a smarter, more marketing savy web presence that would be manageable in-house and yield increased sales.

Idea and execution

Think Monster was selected via an RFP progress from various firms in and around the Atlanta regional area. We were chosen for not only our knowledge of building functional websites, but also because of our strong background in understanding the holistic approach to marketing. Our idea was to extend the company’s existing offline campaign onto the web and build a site that would yield more sales while increasing user awareness of the Design Essentials' product lines.

A commerce application was picked that required minimal customization to speed up the development cycle. This custom system gives the client the ability to manage their own product lines, add product and customer-level sales incentives and the power to analyze the pre-purchase to post-purchase data. Along with the smart back-end approach, we implemented a key word attribute system that allows users to view products with similar likeness with a single click. This was developed to further the sales-per-consumer ratio and to increase other category awareness.

Results

McBride Research now has an easy to manage ecommerce solution that has yielded increased sales and product awareness. The products now have cross selling attributes, warnings and detailed descriptions that allow the consumers to shop wiser and with “Every strand in mind.”

www.designessentials.com

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