Appliance Builders Wholesalers (ABW) Case Study
Custom Applications, Video, and Internet Marketing Lift Company ProfitsCustomer Background:
Based in Silver Spring, Maryland, Appliance Builders Wholesalers (ABW) is one of the largest independent luxury appliance wholesalers in the Mid-Atlantic region. Offering three showrooms located in the Washington ,DC area, ABW concentrates its efforts on supplying appliances and customer service to the homeowner, builder, contractor, remodeler, designer and the construction industry.
The Challenge:
From the onset, ABW looked to integrate intuitive functionality and simplicity in its website design. To achieve that design goal, ABW asked DAL to ensure that the existing logo mimic the look and feel of the website, creating with a clean and uncluttered appearance, yet unique and memorable style. It was important that the homepage design remain clean, simple and focused, prominently highlighting current products and their availability. The site needed to serve as a sales tool to sell products to customers across the US and Canada.
DAL developed a custom database application providing visitors the ability to search through available inventory in five different categories and to sort by variety of specifications including size, width, quantity, price, fuel type, color and manufacturing. ABW also wanted to utilize the new application and site by eventually integrating a shopping cart, inventory management system, and accounting system. In addition to developing the back-end applications and the site design, DAL also developed a "talking head" video that greets first time visitors to the site by introduces them to the company.
DAL was also retained by ABW to administer and manage their Pay Per Click program and to perform a complete ongoing Search Engine Optimization strategy for the site. Today, DAL runs five different advertising campaigns for ABW and currently has their ads running on MSN, Google and Yahoo, targeting prospective customers in the Mid-Atlantic region.