ABW Appliances Case Study

Customer Background:

Based in Silver Spring, Maryland Appliance Builders Wholesalers (ABW) is one of the largest independent luxury appliance wholesalers in the Mid-Atlantic region with 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, intuitive functionality and simplicity in design were top priorities. As such, the client requested that the existing logo mimic the look and feel of the Website, 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 customer's across the US and Canada.

DAL developed a custom data base 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 mfg. Additional specifications called for the ability to utilize the new application and site by being able to integrate at a later date a shopping cart, the companies inventory management system along with the ABW accounting system. In addition to developing the back-end applications and the site design, DAL also developed a "talking head" video that greets 1st time visitors to the site and introduces the company to them.

DAL was also retained by ABW to administer and manage their Pay Per Click program and to perform a complete on-going Search Engine Optimization strategy for the site. We are managing 5 different add campaigns for ABW and currently have their ads running on MSN, Google and Yahoo targeting prospective customers in the Mid-Atlantic region.