Point and Click: the New www.whirlpool.com Turns Appliance Shopping and Research Into Cyber Heaven (8/4)
"As the world's leading appliance brand, consumers often turn to Whirlpool first when researching or shopping for a new appliance," said John Alexander, vice president of Whirlpool brand North America. "This dynamic, efficient and thorough new site lives up to Whirlpool's reputation as being a trusted appliance source and is designed to make information all the more accessible to our consumers."
Accessible information is important to Whirlpool brand consumers who research show spend an average of 3.3 hours per day on the Internet. In response, Whirlpool created an impressive selection criteria function that allows consumers to select what features are important to them in a particular appliance and then the site will immediately respond with the most appropriate model(s).
The new site also has improved photography that allows consumers to view appliances from a variety of different angles, such as doors being both opened and closed and close-ups on the control panels. People who visit whirlpool.com before heading to a retailer will already have a good idea of what their appliance is going to look like.
In order to revamp the current site, which was five years old, a rigorous approach was applied to gain consumer insight and determine the most important attributes to the Whirlpool brand consumer. Whirlpool studied other sites' best practices, administered surveys and conducted numerous focus groups and user testing. Through this research Whirlpool developed real-life consumer scenarios that address the wide-variety of Whirlpool brand consumers' needs and expectations from the site. These scenarios were instrumental in developing the site's carefully crafted content, a visually-pleasing, clean design, and clear site navigation.
"This site was designed to further Whirlpool's consumer relationships through the online channel and arm consumers with the appropriate information that fits their needs," said Dan Cooke, Manager, Interactive Marketing. "Everything on this Web site went through exhaustive market research to ensure it would be the ultimate online destination for appliance shoppers and Whirlpool consumers."