Symetri Announces Launch of American Leather Web site
New site Draws Visitors, Expands New Branding Campaign
GREENSBORO, N.C., Aug 15, 2005 – Interactive Marketing and Web Design company Symetri, announced the launch of the web site redesign for American Leather. It was designed to portray their new branding message to retailers and end customers, while also providing consumers with an engaging, intuitive and informative site to learn about American Leather products and how to care for leather furniture.
“Since we have recently gone through a re-branding campaign we knew how important it was to integrate that strategy into our Web site,” said Cary Benson, president and chief marketing officer of American Leather. “The new Web site is a great outlet for us to tell our story and accurately portray that message.”
Still located at www.americanleather.com, the new Website was designed to portray the company’s new branding message to retailers and end customers, while also providing consumers with an engaging, intuitive and informative site to learn about American Leather products and how to care for leather furniture.
From a design perspective, Cary Benson, President and Chief Marketing Officer of American Leather said the company used Internet Marketing firm Symetri (www.symetri.com) to create an innovative starting point for customers that reflects the quality of the product and company and sets the stage for the American Leather brand experience.
“Since we have recently developed a new advertising campaign with a fresh look, we knew how important it was to integrate that strategy into our Web site,” said Benson. “The new site helps communicate decision-making information such as who American Leather is, what products and resources the company has to offer and where to find American Leather products locally. Overall, the site offers a great vehicle for telling our story.”
Visitors to the site will find a new search function and an expanded color swatch viewing area to allow consumers a first-hand view of how they can customize their American Leather furniture. The site navigation has also been redesigned so that now visitors roll over the navigation bars and additional information appears, providing a more interactive experience. Products are also prominently featured on the site with both a graphics catalog of silhouetted product shots, and configuration and features information available about each product.
According to Benson, the Web site launch strategically followed American Leather’s new ad campaign rollout for 2005, which was aimed at some of the top national consumer publications and the HGTV channel. In addition, a special eight-page ad insert was developed that ties in the look and feel of the Web site with the new ad campaign. Both initiatives have been instrumental in driving more traffic to the Web site and increasing brand awareness about American Leather in general, says Benson.
“Since the launch of the new advertising campaign and Web site this spring, site traffic is up about 40 percent and the number of consumers asking questions or requesting more information is up more than 50 percent,” said Benson. “This not only tells us that the site is becoming an increasingly good resource for consumers to learn about the company, but it also allows us to further direct consumers to our retail partners.”
For retailers, a special “Dealer Area” was developed that allows retailers to place orders directly through to the factory, check status of production and delivery of their orders and receive general customer service support. A general “Delivery Status” page is also available that alerts visitors and retailers on estimated shipping and delivery of orders placed, and any product or out-of-stock issues that may be pending in the factory.
“We created the new American Leather site to help bring our customers the most interactive and informative means of learning about our company and the various options and resources available to them,” said Benson. “As we continue to brand our company as one of the leading manufactures of premium leather furniture, the Web site will become an even more critical tool for staying in front of consumers and supporting our retail channel.”
Founded in 1990, American Leather is the design leader and manufacturer of custom upholstered premium leather furniture, and is recognized as one of Dallas’ 100 fastest growing corporations. The company manufactures and ships its line of contemporary, transitional and traditional leather furniture worldwide. American Leather showcases its line in Dallas and at the High Point, NC International Home Furnishings Market.
To view the updated American Leather site, visit www.americanleather.com. For more information, visit Symetri at www.symetri.com or call (336) 510-4463.
About Symetri
Symetri is an Internet marketing and technology company offering search engine optimization, search engine friendly Website design & development and Website analytics. We also offer internet technology solutions for sales force automation, service portals, content management and wireless devices.
Symetri, founded in 1999. has offices in Greensboro, NC and Atlanta, GA. Symetri’s clients include Broyhill Furniture Industries, Inc., Kimberly-Clark Healthcare, Sealy, Inc., Shaw Industries, RF Micro Devices, Bassett Bedding and Wachovia.
Contact us today for more information on search engine optimization at 336-285-0940.
