The web site is also being adapted to Norway and Denmark.
Beckers distributes paint for both indoor and outdoor use. The products are used by amateurs as well as professionals. The web site contains a mixture of inspiration, advice and activities that drive customers to the stores.
Beckers asked us to optimize the web site for visitors, web editors and search engines in a communicative and functional way.
The aim of the new web site was to act as a source of inspiration as well as to make the purchase process easier. On other words, it needed to fulfil both emotional and rational needs to make the life of professional painters easier.
An important insight was that consumers and professionals have different needs. Generally, two different web sites were created under the umbrella becker.se. On the whole, the same model was used for both web sites, but content and visual presentation separates them from one another.
The umbrella web site is seasonally adapted. During the spring and summer period mainly outdoor products are sold, while during the autumn and winter focus is more on indoor painting. From the umbrella page, the visitor can choose to continue as either a consumer or a professional.
The navigation of the web site was divided into emotional, rational and activated units in order to guide the user to where he or she stands with regard to the painting process. Everything starts with inspiration!
Functions like “Bild & Kulörguiden” (“Picture & Colour Guide”) helps the visitor to pick among different colours, look at inspiring pictures of both indoor and outdoor environments, get sound advice as well as find and save favourites. In the function “Målarlådan” (“The Painter’s Box”) the visitor can save interesting material like colours, products, practical advice, and stores. The Painter’s Box can then be divided up into different communities or be forwarded via e-mail or sms.
For professional visitors the web site was improved through smart functions that made the ordering process easier. It also offered an information bank, where the customer could combine important data sheets with facts about colours as well as security information – all in the same place. Just like on the consumer web site, the professionals got a Painter’s Box that was adjusted for their needs.
The latest technique was employed in order to make the user experience fast and easy. The base is made up of HTML/CSS and the web site is founded on the categorization and tagging of objects, which makes it both easy to navigate and well-optimized for search engines.
Google Maps was integrated and through IP tracking it is now easier for the user to find the nearest store. For professionals there is also a smart built-in filtration of paint agents.
Welcome to beckers.se!
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