The new website was developed following detailed user research, which identified the need for a simplified design and more accessible content for an improved user experience.
The new website is at the centre of the Second Nature program with the retailer network being critical to its success, so the site’s main objective is to drive more consumer visits to retailers’ showrooms.
With a considerable focus on highlighting the services and expertise of independent specialists, retailers now have the facility to add more content to their dedicated retailer pages including a company background, pictures of their design team, consumer testimonials, additional services offered and real kitchen projects. The improvements add further credibility and personality for the retailer, ultimately allowing them to better promote their business to the consumer.
These enhancements are designed to deliver more leads for retailers, and this is supported and emphasised with the new logo, which has evolved to integrate the message By Local Specialists. This further reinforces PWS’ commitment to the specialist retailers, positioning them as much more than companies selling kitchens, but going beyond this, offering expertise on general interior design and other areas of the home.
A key feature of the site is that it is designed for mobile and tablet applications, a rapidly growing segment of traffic. Visual enhancements include larger images across the site, with the use of carousels for easier picture scrolling. With improved navigation and functionality, the site offers alternatives so the user can choose similar kitchen styles and colours to refine their search and help them find the look that really suits them.
This is complemented by strengthened product pages with more engaging content including moodboards, colour scheme ideas and recommended accessorisation as well as designer tips that retailers can contribute. Using the clever +Moodboard tool, visitors can share completed moodboards with their nearest local retailer in advance of a visit.
Comments Matthew Parnum, director of Ice Interior in Berkhamsted: “It comes as no surprise that the new Second Nature website delivers a great experience for the user, rich in imagery and advice, but most importantly, offering so much information about the expertise of the retailers. We have benefited enormously from the real kitchens section of the website, being kitchen of the month winners and subsequently featuring in magazine case studies, and I expect the enhancements will only support us further, with even more opportunities coming our way through the website.”
The site has been reviewed following extensive and multi-platform research. A mix of online-userbility testing was carried out with real-time visitors to the previous site, in addition to extensive research with retailers. This ensured consumers were consulted to find out about their experiences, what they liked about the site and where improvements could be made. Similarly, PWS’ retailers provided useful insights from feedback they had received from their customers.
Comments Andrew Langford, PWS’ marketing manager: “The new website, with its clean, fresh feel and easy navigation has been extremely well received by our specialists. The improved retailer pages include relevant and useful information, which allows the consumer to quickly find out about the skills and expertise of their local specialist.
“We’ve also reinforced our strong media presence by ensuring visitors to the site can instantly see that the home interest media are keen supporters of Second Nature by including an ‘as seen in’ icon on the range pages of those kitchens featured in interiors magazines. This adds further credibility to the brand by demonstrating that Second Nature is a preferred choice of the home interiors magazine editors.”
For further information on how to become an approved Second Nature specialist, contact Richard Gates, brand manager. Telephone: 01325 505563, or email richard.gates@pws.co.uk
