Robert Price is Wales leading Independent Builders Merchants.
Originally established in Abergavenny in 1847, the business has seen many progressive changes during its history. A forward thinking, early adopter ethos has ensured that the business has embraced developments, often finding itself at the forefront of change.
The company was among the first to venture online, developing the original web site as far back as 1996. Since then, the site has been through a number of iterations, the most recent of which was over four years ago.
The site is now in need of a complete overhaul, to ensure that it keeps up with the ever changing landscaping or technology and customer expectation, and continues to drive enquiries and sales.
The business’ main strengths lie in its branch network of branches, or more specifically, the staff within those branches, the knowledge and service they offer, and the product we have in stock.
One of our weaknesses, which the new web site is intended to reduce, is capturing new leads, and starting a dialogue with unknown or short-term customers.
The company conducts a number of marketing activities to ensure that brand awareness is maintained, branches are promoted, and product offers are maximised. Typically, these activities are split between offline (branch and sales activity, print media) and online (current web site, social media, email).
It is important that, at the very least, we maintain parity with our competitors. As a company who offers 20k + products, to multiple different markets in a variety of locations, we experience a high degree of competitive intensity. This intensity extends to online activity, where in particular, national competitors are currently leading the way. One goal of the project is to explore the best and worst of current industry web strategies, and ‘cherry pick’ what works for Robert Price.
Typical web site users include tradesmen, DIYers, suppliers, potential customers, and staff looking for further information. With this in mind, the site should provide enough detail and functionality to encourage repeat visits from a trade audience, convey information in a straightforward manner to appeal to a DIY audience, and provide a sales resource to staff, to enable them to send out hyperlinks for specific pages.