Wilkinson Case Study
Background:
Wilkinson has traded on-line for a number of years with the Wilkinson Plus concept; but only as a minor addition to high street stores. Following a review of the upward trend in online sales, Wilkinson decided to launch a comprehensive transactional website ranging the majority of their products sold in-store plus online exclusives. The chosen technology was the Venda platform allowing full use of different image sizes and product attributes to allow extensive search capabilities for online customers.
Brief:
The challenge laid out by out Wilkinson was to capture product images and data in very short timescales to a tight budget, working off variable quality and ever changing range listings. In addition innovative product art direction needed to be developed to take in a diverse product range.
Execution:
With extensive studio facilities and vast experience in product attribute collection, Brandbank was appointed to photograph the range and collect product attributes that could be used with Venda’s search facilities. Images and data are converted and distributed by Brandbank in a format suitable to be stored in Wilkinson’s AS400 system and subsequently sent on to Venda. The main challenges in this project were to manage a large range of products and set up additional data attribute containers. From range listings supplied by Wilkinson, the photography and data collection resource were managed to meet tight deadlines including sign off by the client.
Result:
www.wilkinsonplus.com launched successfully in autumn 2007 and Brandbank continues to provide new and changed line images and data to the site to ensure product coverage is kept very high. Along with the web images a full complement of print ready high resolution images are available to be used by Wilkinson in other multi–channel media formats such as catalogues, leaflets, flyers and in-store point of sale.
