Improvement Direct remodels corporate site to capture shoppers
Improvement Direct has relaunched its corporate web site as the focal point of its 12 home improvement specialty sites. The niche sites, such as FaucetDirect.com and LightingDirect.com, will continue but ImprovementDirect.com will drive customers to one brand, Sean Cramer, executive vice president of marketing tells Internet Retailer.
“Our niche sites have been successful, but as we started building the brand we realized we’re not just FaucetDirect.com or LightingDirect.com,” he says. “We wanted to take our 350,000 products and unify them into one customer experience.”
Shoppers have traditionally found their way to specialty products via the company’s niche sites, but once they buy kitchen drawer handles, for instance, they probably won’t return for more until they move to another house, Cramer says. “The customer return rate was not what we wanted it to be. Now we want to direct them to ImprovementDirect.com to show them we have what they want but we also carry other related products, such as kitchen sinks.”
Another means to make its e-commerce site a regular shopper destination is Improvement Direct’s recent initiative to feature environmentally friendly products. The company is partnering with other companies that also support green initiatives such as Habitat for Humanity and the Environmental Protection Agency’s Water Sense Program.
Improvement Direct, No. 165 in the Internet Retailer Top 500 Guide, also recently launched StockBlowout.com, a dual purpose e-commerce site that gives shoppers an opportunity to find closeouts and manufacturer partners an outlet for excess inventory. Products are drawn from the company’s multiple specialty sites and feature discounts up to 75% on select products, Cramer says.
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