The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
The Retailer Website Program has been available to over 5,000 of their North American retailers since May 2009.
DEARBORN, MI - (March 28, 2012) - ChannelNet, a leader in multichannel customer engagement, launches mobile websites as a part of Benjamin Moore's Retailer Website Program. The Retailer Website Program has been available to over 5,000 of their North American retailers since May 2009.
Consumers are enamored with their mobile devices. Ninety-six percent of the U.S. Population owns a wireless device (CTIA) and 86% of mobile internet users are using their device while watching TV (Yahoo/Nielsen). Fifty-nine percent of consumers use their phone to perform mobile shopping activities from home while 28% use their phone in the retail store to perform mobile shopping activities (2011 Experian Study).
"With so many customers using mobile phones today, it is critical for us to have a mobile-friendly website," says Josh Turner, owner of Turner's Paint Store in Missoula, Montana. Mobile devices play a key role in completing home repair or home improvement projects. Retailers report that their customers take and store measurements on mobile devices. They use the device camera to take pictures of troublesome areas. Handy homeowners simply take a photo of a missing or broken part to share with their local hardware experts. With all these features, mobile devices are becoming a necessary tool to complete home projects. It's a natural extension, then, to use the device to expedite their research and shopping. Consumers are 51% more likely to purchase from retailers that have mobile-specific websites (Mobile Shopper session at NRF 2011).
Notes Mr. Turner, "Consumers are using their phones to look up store info and driving directions as they are out shopping and running errands. Many Benjamin Moore retailers are from a generation that may not understand the importance of mobile, but smart phones are THE navigational tool of this decade. This is why I'm happy that our current website has been optimized for mobile users... and that we have one company and solution that keeps both sites up to date for us."
"Multichannel is no longer just bricks and clicks -- it's become bricks, clicks, call centers, mobile, tablet, and more," says Paula Tompkins, ChannelNet CEO and founder. "Busy weekend warriors get more from their errands with mobile optimized websites. For manufacturers and retailers, it supports the growing expectation for multichannel home improvement access. Our patented multichannel Web platform, SiteBuilder™, enables our clients to extend their customer experience strategies to mobile devices and to seamlessly integrate with existing web sites, customer service centers, and brick and mortar locations," says Ms. Tompkins.
ChannelNet's SiteBuilder platform provides the key functionality out of the box for desktop and mobile optimized websites. SiteBuilder is designed to work across all major smartphone operating systems including iPhone, BlackBerry and Android.
About Benjamin Moore
Benjamin Moore & Co., a Berkshire Hathaway company, was founded in 1883. One of the country's leading manufacturers of premium quality residential, commercial and industrial maintenance paints and other coatings, its products are distributed via a network of independent paint and decorating retailers throughout North America. Benjamin Moore has been a longstanding steward of the environment with a relentless commitment to sustainable manufacturing practices plus the ongoing development of the most eco-responsible paint formulations possible. Its portfolio of Green Promise® products continues to grow and includes Aura®, its über-performance low-VOC paint; Natura®, the true zero-VOC interior paint, remaining zero after tinting in any color, any sheen; and EcoSpec® WB zero-VOC paint for commercial interiors.
For over 27 years ChannelNet has been the leading provider of multichannel digital marketing solutions for the automotive, financial services, home improvement and retail industries. ChannelNet's patented software, SiteBuilder™, allows internet users to conduct research online and complete transactions either online, at a store or through a call center. ChannelNet has created thousands of solutions for hundreds of companies worldwide including BMW, Hunter Douglas, Ford Motor Company, Benjamin Moore Paints, General Motors, Saks Fifth Avenue, Volkswagen, College Pro, World Omni Financial Corp., California Closets, Harman Kardon, Motorola, Hallmark and many others. ChannelNet is a privately held company based in Sausalito, California and Detroit, Michigan. ChannelNet's solutions include networks of websites, personal customer microsites, portals, mobile websites, mobile apps, tablets, search engine optimization, location based marketing, email marketing and social media. ChannelNet provides up-front strategy development and end-to-end turnkey creative, technical and support services with every solution. Visit www.ChannelNet.com for more information, and follow frequent updates on Twitter (@ChannelNet) and Facebook (ChannelNet).