Geno's Formal Affair

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Background: This formalwear wholesaler/retailer is the third largest wholesaler in the U.S. They owned a website for two years without even the first sale. Then we went to work on this re-design. Now the client enjoys thousands of dollars in ever growing sales monthly. We have completed two additional phases of development and have recently been engaged to upgrade the shopping system and implement a complete internet marketing plan.

Strategy: Since this client was not confident in their online marketability we approached them with a two phase implementation plan. If the first succeeded then we would implement the second making it known that their goals would only be reached with the full implementation of the plan. We reorganized the entire site, shot additional product photography and established an ecommerce system for online orders.

Tactics: Discard all the old outdated material and graphics. Add new product photography, new graphics for buttons, cart, headers and modify online logo to freshen up the appeal of the site. Colors were changed to be more vibrant and professional.

Pop-up promotion was added to spur sales. New categories were added to broaden market (used formalwear and uniform apparel).

Forms were added for online measurements, wedding registry, employment opportunities and company contacts.

Basic search engine optimization which yielded a steady stream of traffic and sales.

Only after the initial sales were proven were we employed to complete the makeover which included dynamic navigation, scrolling promotions, additional refinement to design and semi-annual content updates.

We are currently in the process of a major shopping cart conversion and marketing plan implementation where we are providing the copywriting and most of the content. A major search engine optimization campaign is underway which has not been done previous which will take this retailer to the top of their market.