Incipio

Incipio

ShopVisible launches Viking.com in less than 2 months

Challenge
In early 2010, Viking decided to build and launch a newly designed site with a fresh look along with the latest marketing and social media capabilities.
The strategy was to strike fast with a new approach that would provide a unique, easy-to-use, enjoyable customer experience. Targeting a new breed of office supply buyers—the young professionals who recognize, appreciate and prefer a superior online purchase experience but have yet to establish brand loyalty with an office product supplier—Viking needed a flexible ecommerce platform that would facilitate a positive buying process and quickly grow their revenues. And to meet the company’s ambitious sales goals, the site had to be built to handle promotional and price driven messaging, and reward brand loyalty among its users.
Viking’s requirements called for inputting 20,000 SKUs into the system, categorizing and optimizing them for search, as well as developing the order process and working with a third party fulfillment group to execute transactions. And not only did they want a robust platform with a full range of merchandising tools and the infrastructure to make them an instant player in the market, but they needed it custom-built from scratch and up and running in 90 days.
Solution
Using the latest, platform technology available, ShopVisible created a highly-compelling online experience. The state-of-the-art platform has the scalability and flexibility to be fully integrated into comparison shopping engines and social media platforms. With quick revenue growth and low customer acquisition cost a critical part of the business strategy, Viking was able to take full advantage of ShopVisible’s technology – the most search optimized ecommerce platform on the web designed to fuel strong, natural, organic search results.
ShopVisible also created a unique interface; an innovative design that serves both form and function, providing users with the tools they need to quickly find the products they want. And to make the site pleasurable and engaging to all who enter, ShopVisible commissioned a number of up and coming artists to create an eclectic mix of background wallpapers. Plus the platform is equipped to run daily promotions and provide high value incentives for repeat customers. This approach allows the business to win with better pricing, and the buyer to win by earning free stuff.
From a technology standpoint, the operational functionality on the backend was as critical as the beauty and simplicity of the front end. So ShopVisible’s cutting-edge technology powers the two-way interaction that enables seamless transactions and fulfillment.
Results
ShopVisible built and deployed Viking’s site in just 57 days. Partnering with Digital Scientists, the two companies were responsible for everything from platform deployment, core design and development, to order and test linking, building a customer support mechanism and media banners. Leaving no stone unturned, they even created the packing slips and pick/pack/ship forms for Viking’s fulfillment operation.  
Viking’s new site launched in April 2010 and in the first month alone both orders and revenue increased dramatically, while obtaining an impressive amount of traffic to the site 
Even more remarkable, just two months after the site launched, Viking had more than 100 natural page-one search results in an extremely competitive search category. And in less than five months, Viking was showing up on the first page for certain related search terms that were generating 180 million results.
Taking into consideration the high cost-per-click rate within the category, the move up in rankings resulted in a 137% increase in savings against Viking’s SEM budget, which means the company more than doubled their savings compared to what they had previously been paying to appear on the first search results page. And as of August 31, 2010, Viking had over $365,000 worth of page 1 results.


Challenge

In early 2010, Viking decided to build and launch a newly designed site with a fresh look along with the latest marketing and social media capabilities.

The strategy was to strike fast with a new approach that would provide a unique, easy-to-use, enjoyable customer experience. Targeting a new breed of office supply buyers—the young professionals who recognize, appreciate and prefer a superior online purchase experience but have yet to establish brand loyalty with an office product supplier—Viking needed a flexible ecommerce platform that would facilitate a positive buying process and quickly grow their revenues. And to meet the company’s ambitious sales goals, the site had to be built to handle promotional and price driven messaging, and reward brand loyalty among its users.

Viking’s requirements called for inputting 20,000 SKUs into the system, categorizing and optimizing them for search, as well as developing the order process and working with a third party fulfillment group to execute transactions. And not only did they want a robust platform with a full range of merchandising tools and the infrastructure to make them an instant player in the market, but they needed it custom-built from scratch and up and running in 90 days.


Solution

Using the latest, platform technology available, ShopVisible created a highly-compelling online experience. The state-of-the-art platform has the scalability and flexibility to be fully integrated into comparison shopping engines and social media platforms. With quick revenue growth and low customer acquisition cost a critical part of the business strategy, Viking was able to take full advantage of ShopVisible’s technology – the most search optimized ecommerce platform on the web designed to fuel strong, natural, organic search results.

ShopVisible also created a unique interface; an innovative design that serves both form and function, providing users with the tools they need to quickly find the products they want. And to make the site pleasurable and engaging to all who enter, ShopVisible commissioned a number of up and coming artists to create an eclectic mix of background wallpapers. Plus the platform is equipped to run daily promotions and provide high value incentives for repeat customers. This approach allows the business to win with better pricing, and the buyer to win by earning free stuff.

From a technology standpoint, the operational functionality on the backend was as critical as the beauty and simplicity of the front end. So ShopVisible’s cutting-edge technology powers the two-way interaction that enables seamless transactions and fulfillment.


Results

ShopVisible built and deployed Viking’s site in just 57 days. Partnering with Digital Scientists, the two companies were responsible for everything from platform deployment, core design and development, to order and test linking, building a customer support mechanism and media banners. Leaving no stone unturned, they even created the packing slips and pick/pack/ship forms for Viking’s fulfillment operation.  

Viking’s new site launched in April 2010 and in the first month alone both orders and revenue increased dramatically, while obtaining an impressive amount of traffic to the site. Even more remarkable, just two months after the site launched, Viking had more than 100 natural page-one search results in an extremely competitive search category. And in less than five months, Viking was showing up on the first page for certain related search terms that were generating 180 million results.

Taking into consideration the high cost-per-click rate within the category, the move up in rankings resulted in a 137% increase in savings against Viking’s SEM budget, which means the company more than doubled their savings compared to what they had previously been paying to appear on the first search results page. And as of August 31, 2010, Viking had over $365,000 worth of page 1 results.

 

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