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05 October 2011
by Web Bureau
For the past few years, The Web Bureau has been providing web design, web development and online marketing strategies for Northern Ireland based, Yankee Store Ltd.
Yankee Store Ltd is a distributor of America’s most popular candle brand, Yankee Candles in the UK. The candle company trades via a growing number of retail stores in shopping centres across Northern Ireland, and an e-commerce website, www.yankee.co.uk, created by our team of web designers and web developers.
As the business continues to flourish, through growing sales and an online fan club on its social media platforms, Graeme Ferguson, the entrepreneur behind this successful venture decided it was time to take his online marketing strategy to the next level with the introduction of a host of new features to encourage client interaction and make the shopping experience as user friendly as possible for consumers.
Web Design and User Experience
Nothing annoys online shoppers more than not being able to find what they are looking for, or getting to the check-out and finding out that the product they wanted to buy is out of stock!
Finding the right product has been made easier for consumers with both horizontal and vertical navigation bars, an online search facility and a fragrance search facility to simplify the decision making process. This is categorised into fragrance types - festive, floral, food and spice, fresh or fruit fragrances.
Yankee Store has introduced simple features such as an ‘Out of Stock’ tag on products that are unavailable and a ‘Quick Buy’ feature to enable regular Yankee Store customers to make a purchase quickly, as well as a Bonus Loyalty Points feature on selected products.
Users can also receive advice and information on Yankee’s best selling products, product reviews, special offers and new and upcoming product ranges all from the homepage.
Online Marketing Strategy
Yankee Candles have a worldwide fan club of candle enthusiasts. As part of Yankee Store’s online marketing strategy, the company aim to maximise opportunities for customers to engage with the brand, and at the same time capture useful data from consumers.
From Yankee Store’s homepage, customers can enter competitions, participate in the latest poll and interact via Facebook and twitter to share their experiences, candle mixology ideas and favourite fragrance. Facebook users can also receive unique special offers.
A Yankee Candles video platform integrating Yankee Store’s YouTube Channel into the homepage means that consumers can opt for this more visual and engaging way to keep up to date with new product releases and popular ranges and leave their feedback.
The site improvements are also supported by an aggressive search engine marketing strategy which includes ongoing pay per click marketing and search engine optimisation.
For more information on our web design, web development and online marketing strategies email info@thewebbureau.com