What’s Cooking With Neff?
Business & Decision revamps premium kitchen appliance maker Neff’s website to increase brand awareness and promote dealerships.
Business & Decision (B&D), the specialist e-business agency, has just revamped Neff’s UK site in a campaign to boost customer awareness, improve product information, and build ongoing relationships with users.
Rather than take the usual ‘brochureware’ approach, B&D has designed a clear user-friendly approach that de-mystifies the clever technologies now used in Neff’s advanced range of kitchen appliances, making it simpler for buyers to compare models and select the product that best suits their needs.
A key aspect of Neff’s marketing strategy is to build a meaningful and positive ongoing relationship with their customers. Neff’s site underpins this strategy and the site’s popular Cook’s Corner has been significantly reworked to promote greater interaction with users.
The revamped site also strengthens Neff’s dealer programme proactively generating showroom footfall for its nationwide network of MasterPartner kitchen appliance specialists. The B&D team has worked closely with Neff to make it easier for consumers to locate an authorised stockist and to make an appointment to audition the Neff range in a comfortable customer-friendly environment.
Key functional and creative enhancements to the Neff site include:
- improved homepage animation promoting the Neff brand, products and lifestyle, and navigation to other areas of the website and news and events information
- revised product showroom highlighting new products
- revised and new pages explaining benefits of Neff’s advanced kitchen appliance technology
- easier to use Dealer Locator area emphasising Neff MasterPartners
- new page with downloadable sample recipes linked to promotion of Neff Recipe Book
- more interactive Cook’s Corner section allowing better communication with users
- upgraded news section promoting new products
- upgraded events information to promote local dealer events
As well as delivering improvements for site visitors, B&D has also enhanced the administration system and given the Neff marketing team greater flexibility when editing site content, notably the moderated Cook’s Corner area.
Hannah Watson, Neff’s brand manager, said “The B&D team continue to work alongside us to strengthen our relationship with our existing customers and to introduce potential new buyers to the brand, in a creative approach that is tightly aligned to our brand identity. We greatly value what B&D contributes to our brand and the part they play is integral to our continued success.”
“Our long standing partnership has enabled us to understand Neff’s philosophy and to develop an online strategy that exactly matches Neff’s long-term communication and brand goals,” said Alan Bartlett, head of client services at B&D. “Our extensive experience in B2C sectors has proved valuable in building the new dealer locator, SMS and dealer appointment booking functionality and the new creative treatment and functional revisions endorses Neff’s premium brand position. As always, it’s a real pleasure working with Neff and bringing their online aspirations to life.”
The revamped Neff website is now live at www.neff.co.uk and early feedback from Neff’s sales team and dealer partners is extremely favourable.