How to Increase Brand Sales by 10 Times with the Help of a Website?
Yuri
Marketing Analyst
Jasmine
Project Manager
Artem
Chief Commercial Officer, Strategy Unit Leader
Creating a new, distinctive brand identity
Developing a new product positioning
Increasing turnover and profitability
Maintaining the company's positions during a crisis
Finding new dealers through the internet
Attracting end customers to dealers' sales points
Project Challenges
A plethora of materials that are very difficult to navigate
There was a lack of understanding on how to compare and choose positions on the website based on criteria. Clear and comparable product criteria were needed.
Established stereotypes related to construction
There was a prevailing belief that domestic manufacturers were inferior to imported ones. Convincing information about the technological aspects of production was required.
Selling companies were unaware of Megaflex
On the largest construction markets, Megaflex was not known. The main large distributors were Castorama and Leroy Merlin, which sold Megaflex products under their own brands.
There was no systematic work in traditional marketing
The client's company did not engage in brand development and promotion. Brand positioning in the market was completely absent.
Expert Comment:
Artem
Chief Commercial Officer, Strategy Unit Leader
“It was necessary to develop a website for the Megaflex brand, in accordance with the new corporate style, and provide comprehensive information about the company’s products, their potential uses, and details on where and how to purchase them.”
Results
X10
Sales of the Megaflex brand increased
2.7 million
Project budget
6
Months for implementation
by 4 times
The number of monthly visits increased
How We Did It
1.Rebranding
When the client approached us, they did not have a brand. They had a product that they manufactured and sold through large distributors. We carried out product branding, including logo design, POSM (Point of Sale Materials), and positioning.
Expert Comment:
Jasmine
Project Manager
Our goal was to create unique impressions in the customer’s mind, so they would associate MegaFlex products as noticeably different from the rest of the market. The core idea of the brand was that our customer leverages cutting-edge technologies, introduces modified products, and modern construction solutions to the market first, thus improving the quality of construction.
2.Preparatory Stage: Customer Journey Development
During the preparatory stage, we needed to understand how different segments of our target audience purchase Megaflex products. To achieve this, we studied all the needs, pains, and fears of potential customers. We developed a customer journey for each stage of the decision-making process within each of the target audience segments, including homeowners, builders, and dealers.
3.Technical specification
The development of the technical specification included a comprehensive description of the website's structure, all its pages, and sections. Additionally, in the technical specification, we outlined the main goals and objectives for developing the new website, product positioning, and Unique Selling Proposition (USP) for potential buyers.
4.Development of the website's Home Page
The homepage directed users to key sections of the website, such as the 'Product Catalog' and the 'Information Section.' Depending on the user's familiarity with the website, three of the most common behavioral scenarios were possible:
The text is well-structured and effectively describes different user scenarios. Here it is with minor adjustments for clarity and consistency:
“The user knows precisely what kind of products they need. They navigate to the section with product types and can access the catalog for the relevant category.
The user is aware of their specific construction stage but isn’t sure which membrane is required at this point. To address this, they can use the Product Selector based on their task type.
The user knows that they need to carry out vapor and waterproofing, but they may either be in the preparatory stage of construction or have no idea how to solve this task. They can visit the informational section to read thematic articles related to their specific task.”
Expert Comment:
Artem
Chief Commercial Officer, Strategy Unit Leader
“The main goal of the page was to engage the user in interactions with the website by offering various options for further navigation based on their individual needs.”
5.Development of the Catalog
A user-friendly product catalog was developed, allowing users to 'filter' products based on their specific parameters.
6.Development and design of a product card
From the catalog, the user could enter the product card to get a more detailed understanding of its features and functions. Additionally, they could watch product videos, add it to their cart, or choose the nearest store where the product is available.
7.Development and design of the 'Where to Buy?' page
We have developed the design of the 'Where to Buy?' page, which provides users with the addresses of retail points of sale for MegaFlex products
8.Development and design of the 'About Us' page
The 'About Us' page included showcasing the product's advantages, numerical production metrics, and certifications. It was crucial to highlight that the company uses environmentally friendly materials and state-of-the-art equipment.
9.Development and design of the 'Cart' page
We have designed a convenient shopping cart through which customers can easily place their orders on the website
10.Development and design of the 'Request Form' page
Not all customers are familiar with such a complex product. We have developed a simple request form for quick and convenient communication
11.Development and design of responsive website versions
After the design was approved, responsive versions were developed to accommodate all popular device resolutions
Conclusions:
Before the development of the website, we conducted extensive work to ‘package’ the product. After this ‘packaging,’ the Megaflex product became an independent brand.
We designed a stylish, functional, and content-rich website in which we highlighted Unique Selling Propositions (USPs) for potential customers.
It is worth mentioning that after some time, the Megaflex company faced several challenges. However, thanks to the timely branding efforts and website development, the client was able to remain in the market, manufacturing and selling their own brand through their website. The market had already become familiar with the client’s brand, which helped them survive this challenging phase in Megaflex’s company history.
Sales of the Megaflex own brand increased tenfold. Undoubtedly, the company missed out on some profit due to the loss of major distributors. However, thanks to the coordinated efforts of the both XBRIDER Digital and their teams, this served as the starting point for a new era in the brand’s history.