eCommerce experts Salmon, help colour experts Dulux
Thu,14 April 2005
www.dulux.co.uk is an award winning website and an IT project success
story. By successfully implementing the design work of Agency.com, and
by applying their eCommerce knowledge and Systems Integration
expertise, Salmon have been able to help ICI Paints fully communicate
Dulux's passion for colour by implementing an offering that will
continue to set the brand apart from its competition.
The newly implemented Dulux site is a great resource for homeowners who are looking for colour inspiration and advice on colour scheming.
Based on IBM WebSphere Commerce, Salmon have provided ICI Paints with a scalable and high performance solution. Each of Dulux's colours is treated as a 'product'. In turn, Salmon have utilised WebSphere Commerce product tables 'usually used to handle 'up sell' and 'cross sell' functionality' so that different substrates 'e.g. Gloss, Matt' are promoted to each site user and different tones and contrasting colours are promoted with ease. In this way the extensive Dulux 'catalogue' of colours is easily visible and navigable intuitively.
By implementing and building on the commerce framework provided in IBM WebSphere Commerce, Salmon have implemented rich functionality for users of www.dulux.co.uk. These features include the ability to order colour samples and receive vouchers for offline redemption, scrapbooks of inspirational colours and images, shopping lists and plans, paint volume calculators, and a visualisation tool. In addition users are now able to locate nearest stores, and nearest professional decorators and order paint brochures.
Commenting on the project overall, Jo Upton, ICI Paints' European E-Business Manager said,
"Salmon communication was good, their project management ensured that distinct phases of the project were delivered to plan. Where deliverables or milestones from 3rd parties were delayed, Salmon juggled the plan to minimise the impact and managed to pull time back that had been lost. The project came in on time and on budget which was no mean feat. In the end the project went live to the hour, which was a phenomenal achievement."
Phil Kent, Marketing Director for Dulux 'ICI', said;
"We recognise the importance of the Internet as a key consumer marketing and service channel, particularly when it comes to choosing paint colours, colour scheming and visualising what the end-result will look like. Salmon's eCommerce expertise will go a long way in helping us achieve our goals of converting online browsers into offline buyers."
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