Selleys

The Requirement

The key objectives were:

• Improve site usability to allow customers to easily locate the Selleys product suitable for their specific needs
• Improved visibility to the large home improvement target market searching for solutions online
• Provide information on “how to use” the Selleys product safely and effectively
• Integration with a combined television and below the line marketing campaign during high traffic summer holiday home improvement period.

The Solution

Elcom created an expert team of designers, information architects, usability, SEO and CMS specialists to advise on a best practice approach to fulfil the key objectives.

Underpinning this team was CommunityManager.NET, a highly scalable and robust content management system developed by Elcom Technology.

Elcom worked closely with the focussed and talented team from Selleys to get back to the basics of promoting and articulating the core offerings of the Selleys brand ensuring brand consistency and a seamless customer experience.

We developed over 500 individual content pieces, including:

• Ads to build awareness, and reinforce TV advertisements
• An online competition - run in conjunction with ninemsn
• Comprehensive product information
• A shopping list function to help close the last 4ft in store
• Problem solver and Home Improvement Projects to reinforce the “how to”

The Benefits

• Selleys website is ranked 1 in terms of ranking movement from month to month (hitwise)
• Selleys ranking moved from 145th in November 06 to 66th December 06 into Top 100 Building & Construction websites
• Selleys brand and promotion was further cemented in the Australian and New Zealand market place