LEADERSHIP
Building a Web site from concept to function
CHALLENGE
The challenge was to offer intriguing home crafts projects and compelling products for sale. As the new Web Content Director for Homecraft.com, I liked to publish unique content by top designers. If the site visitors were pleased with the projects, they would purchase the recommended products.
SOLUTION
I included top designers as part of our brand. In addition to the immediate credibility of their endorsement of our online crafts products, I obtained first rights to sell their new projects as books on our site. This assured that our customers would see the latest ideas debut on our site, and provided Homecraft.com with an additional source of profit through its new book sales channel.
SUCCESS
The result was that Homecraft.com successfully launched in January and began shipping products by February. With the most sought-after home decorator projects and unique top-brand products, the site obtained 25K customers in its first month of operation. I and my content team won a Webby Award (crafts category) for best online merchandising content.
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