Business Challenge
Rinnai gas appliances deliver life’s simple pleasures; continuous hot water with Rinnai Infinity, home heating with Timberflame gas fires and a wide range of gas heaters, plus gas dryers, barbecues and patio heaters.
Rinnai required a website to support a new advertising campaign. Sales and service are provided by Rinnai’s channel partners and so the site had to support them as well as add value to consumers.
What we did
The Marker team worked with Rinnai and their agency to identify the following key objectives for the project:
- Integration of mediums leveraging the TVC campaign
- Generate catalogue requests from consumers
- Generate leads for Rinnai’s partners
- Internalise updates of the website
- Showcase the entire Rinnai product range
Core to achieving these objectives was the implementation of our Content Management Engine which allowed technical novices to create, amend and delete content as required. A reporting and analytical solution was implemented to report on the website and all permission marketing campaigns.
The development of an interactive product wizard allowed Rinnai and their customers to overcome some of the complexity and confusion in selecting the most suitable heating device. Such a measurable solution which increased the conversion rate would have been hard to achieve without clear thinking and a understanding of Rinnai’s objectives.
Outcomes
Integration of mediums leveraging the TVC campaign
With the URL featuring in TV and print advertising. Visitor numbers peaked every time the ads ran providing more detailed information to potential customers than could be communicated in a 30 second ad.
Generate catalogue requests from consumers
The site has generated thousands of enquiries and catalogue requests that would ultimately lead to sales. Rinnai’s partners value the site as a source of new business.
Generate leads for Rinnai’s partners
A comprehensive partner directory system was developed to match up consumers with the Rinnai retailer or service agents in their area.
Internalise updates of the website
Marker’s Content Management Engine was implemented to allow Rinnai and their agency to update and maintain the site.
Ongoing updates to the site can be implemented quickly and easily within a fixed budget.
Showcase the entire Rinnai product range
Wizards’ were developed to allow consumers to select and view the product best suited to their requirements. For example, based on geographical region, size of room, and type of room the wizard would recommend the best heaters.