Helping a luxury home-furnishing leader build loyalty and increase sales.
The Iron Shop, a leading manufacturer of high-end Spiral Staircase Kits, with a robust
catalog business and seven retail outlets nationally, wanted to extend its geographic reach
without building new showrooms or increasing its direct mail costs.
Knowing that even the handiest people could be intimidated by the prospect of installing their
own spiral staircase, we needed a solution that took away the consumer doubt. So, we created a
comprehensive, easy-to-understand website that takes the user into a step-by-step discovery journey
on how it can be done...with many layers of help from The Iron Shop.
Flash applications, videos of cable TV's “The Furniture Guys” and innovative site design help users
overcome any daunting perceptions of spiral staircases as “too much to handle myself.” Plus, an
“intelligent” worksheet application helps to spec out and order a customized stair kit.
The site has surpassed traditional advertising venues as the primary method of sales leads resulting in purchase.
Backe also assisted in another strategy to increase the brand reach and grow market share—securing floor space
in Lowe’s. We supplied them with all the thinking and materials they needed to help pitch Lowe’s and guarantee
that The Iron Shop display would be well worth the investment.
