MERLYN dials up digital strategy with new website
| MERLYN has invested in a new website and media campaign designed to improve the connection between searching online and the in-store experience, for both consumers and retailers.
The new strategy represents a shift in the role of digital within the business with the redesigned website driving new customer enquiries directly to local showrooms for the first time.
Recognising the critical role online information can play to support sales in-store, the new site features a fresh, clean design, improved navigation and search functionality, product filtering, online segmentation for specifiers and homeowners, and mobile optimisation. It will be supported by a new digital marketing campaign across various social media platforms.
Eileen Slattery, Marketing Manager at MERLYN, commented; “We are all in no doubt that the last few, very unexpected years, have accelerated the transformation of retail and how people shop in the kbb industry. A trend supported by our ongoing research with customers that shows the increasing importance of our digital footprint in the research and purchase phase.
“The new website is the first step in our digital transformation strategy which will help to ensure that every customer interface with our brand, from the first click to the last shower, creates the ultimate showering experience.
“We have made improvements to the overall customer journey with a new showroom geo-locator, so customers searching online can now send enquiries about specific products and prices direct to their nearest showroom. Helping to connect consumers in active search mode with retailers in their local area.”
The fully-responsive site is also more user-friendly and intuitive for sales teams that are looking to support customers in the showroom. Users can now search quickly and easily on a mobile or tablet by product code, name or type, and search for different types of content. With audience-specific sections, product filtering and easy access to fitting instructions, data sheets and other resources, customers will enjoy a better browsing experience that connects all the dots.
Eileen added; “We are all unique individuals and we want our homes to be too, so we have also added a new Bespoke Configurator which walks you through all the different bespoke options to generate a final brief and quote via email.”
The new site is now live and can be accessed at merlynshowering.com. |