P F A L T Z G R A F F

About the Brand

P F A L T Z G R A F F – For over 200 years this American kitchenware brand has been associated with selling the highest quality ceramic dinnerware, serveware, drinkware and flatware for the home.

Challenge

Appeal to a newer generation without losing the older customer's affinity towards tradition.

Solution

The site just recently underwent a quick-fix solution that benefited mostly from a platform upgrade with little visual improvement. A comprehensive overhaul of the site was needed to successfully bridge the gap between the old and the new.

• Introduce content that's worthy of social networking.

• Create a responsive design to reach new customers.

• Preserve the heritage of the brand with tasteful rebranding.

Result

Sales rose by as much as 10% and was attributed mostly by acquiring new customers. The introduction of responsive design with rich content expanded to audiences that were once out of reach. Email subscriptions rose and sales began to grow.

 

The new homepage included modular promotions, stackable in any order.

Getting Social

Appealing to a new audience meant building viral content that was well written, easily photographed and designed to be updated on a monthly basis.

Sections were created to include seasonal content for the housewares enthusiast.

 

Email Retention

To keep the business stable during the transition period of the redesign, segmented campaigns were targeted with meaningful content and better photography to promote second and third time buying opportunities. Repeat purchasers were up as much as 40% from previous years.

A fresh new look kept the preceding customers engaged.