Four Seasons Sunrooms Case Study

CHALLENGE

Four Seasons Sunrooms had a dated, confusing website that was not driving business

Solutions

• Re-categorize products by type for consumer understanding

• Educate consumers about the benefits of sunrooms vs. typical brick-and-mortar room additions

• Give users the ability to create their own custom brochure – in real time

• Provide local customization of the corporate site by franchise owners through web-based interface

• Optimize site for search engine natural listings

• Online warranty system gives users – and corporation – easy way to register their new addition

• Connect the franchise network to the corporate website for passing sales leads to local stores

• Update the essence to reflect aspirational lifestyle and added customer testimonials provided by region to personalize the experience

• Provide 360° view of product using iPIX technology

• Cross-promotion moves consumers through the entire product line as they consider more sophisticated glass room styles

• Create extranet to facilitate corporate/franchisee communications

• Marketing and Content database – database that stores corporate assets for use across all marketing functions (web site, brochures, CRM, market research, channel management) that includes content, consumer data, web data, and channel information

• Systems Integration – Integration of application with corporate warranty system, CRM (Sales Logix), and channel database.

• Reporting Engine – for each Franchise and by State or Region as well as customized reports and data pulls from marketing database.

• Sales Support Extranet– repository of all sales and marketing material for the channel with functionality to allow uploading of documents by corporate marketing to include automatic updating of files within correct site area.

• Security Administration – tool to allow Corporate and Franchises to manage users and allow specific user rights within the system.

Results

• New system generated more leads in the first weekend than the site had done in the previous year

• Millions of dollars in incremental sales in first quarter after launch

• Re-defined how the company presented itself in terms the customer can understand, which impacted print and traditional media

• Web Award 2004 – Best Construction Website