Audio Excellence is more than a high-end audio store, it's an education and imagination hub, where audiophiles, A/V experts, manufacturers, and master technicians come together to share knowledge, provide recomendations, and enjoy their love of all things sound and vision.
AE hired Digital Diner to re-create an old, out-of-date and hard to use website and also launch an email program to communicate regularly with customers.
Client Needs / Challenges
Improcve on an old website that was hard to use
Communicate to customers via email
Provide education in addition to products
Make content accessable by all devices
Enable online sales and payment
Enable store staff to update website/web store
Increase search website traffic
Requirements / Services Provided
Created new branding with up-market look and tone
Developed a custom website design
Provided responsive website design for multiple devices
Utilized a WIX web platform with easy self updating
Built a web store with e-commerce payment engine
Created email designs, content, and campaigns
Wrote news, product info, and educational content
Provided ongoing support and maintenance
STRATEGY & PROTOTYPING
Audiophiles who can afford $10,000 speakers are a high-end and very particular buyer who can afford to take their time, educate themselves, and align with the best service provider. Form and function are important elements in the produ ts they choose and in their byuing decision
Moving Audio Excellence away from a traditional retail experience required a complete shattering of their old image based on products and specs and creation of a new value proposition focused on design beauty, education, and service quality.
We created completely new positioning points, images, and text across their website, webstore and email campaigns all reflecting the new vibe of design, education and service. We opened up more opportunites for customers to experience the products by integrating blogs, videos, and manufactuirer demonstrations. We also created in-store and virtual events where customers could attend and learn more about techiniques and technologies.
From a functional perspective, we created a web store that is now generating online sales from customers around the world adding incremental revenue to esiting store sales.
BRANDING & STYLE CONCEPTS
Audio Excellence came to us with a solid idea of their target customer and and image they wanted to aspire to, but no formal brand positioning or concept of what their website should be. Creation of a branded visual identity was key for both the company and the new website. Digital Diner produced a number of design concepts as well as value propositions and headlines to provide options to consider and choose from including color paletes, type styles, and images.
A detailed menu highlighting site information leads education minded customers quickly to the insights they need. Articles, videos, and product demos are located on the home page and spread throughout the site to illustrate the company's focus on form and function and provide great opportuites for the customer to get engaged. Responsive design techniques were also used to ensure the website looks as good on a mobile phone as it does on a large screen desktop.
NAVIGATION, PAGES, & FUNCTIONALITY