August 2008 Case Studies: Croscill & Haute Taco
Croscill Home has been a first-class, international manufacturer of home décor for decades, but its Web site had not evolved with the company. Mercury gave the Web site a facelift to make it relevant in the modern marketplace and reflective of the company’s rich history, with the added bonus of turning it into a business tool for the company.
Mercury streamlined the Web site’s look (including dividing existing product lines into subcategories) to give a contemporary context to the traditional products. Once the look and feel of the site was updated, the next step was to infuse the new structure with the company’s existing values in a user-welcoming way. Mercury created tools to make online shopping comparable to an in-store experience with an unprecedented interactive showcase of every pattern. A specialized zoom feature enlivens the sensory details and individual attention Croscill prides itself on. Features such as the “Wish List” and “Tell a Friend” options encourage repeat visits and customer engagement. In addition, the site sets aside an instructional section aimed at helping customers new to home decorating visually clarify the appearance of window treatments in their homes.
Many of these options also serve a dual function that is beneficial for Croscill as a company. By monitoring what items are consistently placed on customer Wish Lists, Croscill has an ‘instant survey’ revealing what customers are interested in. The “Tell a Friend” option offers the instant credibility only attainable through word of mouth. Mercury also initiated the addition of an organic email list to maximize effectiveness of e-mail blasts.
The updated look gave Croscill the confidence to compete in an overcrowded marketplace. In addition to increased Web traffic, the new site look had tangible results. From 2006 to 2007, Croscill’s industry market share increased in all three subcategories (bath products, bedroom textiles, window treatments). While home sales overall saw a sharp decline in purchases, Croscill sales saw a tangible increase or steadying in sales, carving out a greater percentage of the market overall. Croscill is confident enough in its updated look and Web site that plans to launch a shopping cart option in phase II of site development are underway.
The site is structured to enable the launch of a shopping cart option in phase II of site development, and it was vital that features made the experience real enough that a customer would be comfortable making such a large purchase online.
When Haute Taco came to Mercury, the recently incepted ‘modern Mexican taqueria and tequila bar’ already had a strong self-image. However, the new restaurant needed a Web site and a marketing plan to support the transition of a concept into a thriving place that would attract customers open to the urban eclectic ambiance. Creative materials were cost effectively created to maximize the resources of a newly started business.
Creative conception of hautetaco.com took its main cues from the restaurant’s architecture. Rough edges, handwriting-inspired lettering, and a layered look mirror an environment created mostly from ‘reclaimed materials’ in an urban environment. Personal stories and photos imbue the atmosphere with an upbeat neighborhood feel.
Other tactics encouraged repeat customer visits and name recognition among customers and their circles of contact. An online menu piques interest in the more unusual offerings. Mercury initiated a program whereby customers can receive free stuff each visit with a ‘paperless coupon’—a ‘found’ Haute Taco logo displayed as background of their cell phone. Food and drink specials encourage customers to hang out as well as eat.
Within the first month of business, Haute Taco exceeded new customer acquisition goals earlier than anticipated. Additionally, over 600 new customers registered for e-communications in the first two months of operation.
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