After brief and unsuccessful online branding efforts with two major agencies, Idahoan contracted with Delorum to help reposition to consumers and build a Magento database of customers. Our task included a shift toward consumers via design, usability and a fully administrable site.
solution:
We created detailed requirements documentation and architectural wireframes to help outline content, weigh the benefits of potential solutions, and determine long term ROI.
From market research, we identified customer motivations and communication targets, then designed a Magento web site to hit those objectives. At the same time, we created custom Magento database tools to extend marketing efforts and bring backend management and customer database inhouse.
Specifically, we used a Magento installation to hijack the backend administration for products, recipes and coupons. We extended the Magento database to allow extensive filtering and email management capabilities. We also used the Magento URL management to move search engine results to the top 3 overnight.
All said, all features allow for future expansion without expensive retooling.
deliverables:
- branded, frontend design
- custom magento backend
- design objectives
- improved market position
- magento admin tools
- ROI projections
- magento customer database
- online coupons
the result:
3 days after launch, Idahoan’s coupon distribution exceeded the entire previous year, with over 85% going to targeted first time customers. In the ensuing 5 months, the new Magento web site built a customer database over 25,000 strong, and helped overtake leader, Betty Crocker. The site is currently administered by a single employee through simple administrative tools.
Together, these changes saved Idahoan over $20,000 in administration, customer service and mailing costs within the first 5 months.
