08.28.09
webpick of the week
Consumer Goods, E-Commerce
This relaunch of Craftsman.com brings this iconic American brand onto an e-commerce platform. But selling products is not the foremost goal of this site; Craftsman seeks to build a lasting relationship with tool enthusiasts by using community features to encourage dialogue.
The homepage is an immersive feature, termed the Garage of Knowledge, in which each of the primary catalog sections is a unique space containing details about tools. However, since customers arrive at the site with a range of familiarity regarding Craftsman products, the primary navigation caters to consumers who know exactly what they’re looking for, as well as those who need to browse. It opens a rollover for each of the main areas of Craftsman’s product catalog, allowing quick access to familiar groupings of products. As visitors drill deeper into a product pathway, they can filter results based on ratings and price range. And, to ensure that the consumer is never left without additional options, a supplemental rail of related products is on each product detail page.
The site is also a support base for current tool owners with demo videos, an article library, questions and answers and access to personal features. Product category pages are enabled with a question and answer forum that assists customers with finding the right product to meet their needs, while also allowing a conversational outlet for tool owners who are looking for tips on using their tools or maintaining them properly. To further this level of support for the loyal Craftsman audience, the Tips & Care area of the site houses a video library that shows Craftsman tools in use; the videos are supported by expert articles that cover tool know-how, skills, workspace organization, tool maintenance and safety and other useful topics.
• In My Toolbox, consumers can dream up their ultimate workspace and create a library of the tools that they already own for quick and easy
access to manuals, warranty and usage tips.
• The Find by Project area allows visitors who are completing DIY projects to view a recommended list of all the tools and supplies necessary for completing a project, such as tuning up a lawnmower or refinishing a hardwood floor.
www.designkitchen.com