Insight
The high-end furniture market is fiercely competitive. Theodore Alexander lacked a unified identity to set it apart from its competitors. Theodore Alexander dealers struggled to effectively market the product, and the existing materials did not effectively represent the depth, quality, and luxury Theodore Alexander offered. End consumers had little awareness, and no understanding or affinity towards the Theodore Alexander brand.
Idea
In carving out an ownable position for Theodore Alexander, we focused on the manufacturer’s dedication to fulfilling customers’ desires through impeccable craftsmanship and meticulous attention to detail. The guiding brand idea: from the moment Theodore Alexander comes into your world a love affair begins. And that love withstands the test of time because each piece is crafted for enjoyment every single day, while its beauty and grace bring you joy for a lifetime.
Impact
The digital strategy and redesign focused on creating a site rich with tools to connect Theodore Alexander with its complex network of dealer, designer and consumer customer channels. Glamorous photography and product detail pages showcase the beauty and backstory of each piece, while dealers enjoy enhanced browsing, the ability to track orders and to send product samples to their clients. With a differentiated brand and a captive audience within their digital channel, Theodore Alexander has deepened its connection with dealers, sales agents, designers and ultimately, its end-consumer groups, and is positioned for long-term leadership within the luxury furniture space.
Awards
The Web Marketing Association's 2011 Internet Advertising Competition Best Catalog Website