Flagship store as a guiding concept
When designing the website, Parador was guided by the idea of a “digital flagship store”, where visitors can experience the Parador brand in all its facets. Besides the key information and detailed product descriptions, they will therefore also find room inspirations that allow them to visually experience the effect of a floor in the space. Guided by filters, which cover the widest range of parameters and properties, the navigation on the website is clearly structured. Thanks to the responsive web design, this applies to all the different output devices such as smartphones, large screens, tablet PCs and laptops. “We paid great attention to the user-friendliness,” says Birgit Kunth, Marketing Manager at Parador. “Visitors should be able to find out about our products in a convenient and targeted manner. And so that they can immerse themselves even deeper in our brand world, in the ‘magazine area’ we offer more content, for example about sustainability, commitment and design.”
Starting signal for digital shopping
On the corporate site, Parador also gives customers the opportunity to buy products direct online at the RRP. “We are following the challenge posed by the market,” explains Lubert Winnecken, Chairman of the Management Board. “Our new competences of also being able to serve the e-business sector along the entire process chain in optimal fashion, gives our retail partners a great opportunity to be professionally active on the net themselves. Our aim is to also be a capable partner for the retail sector in this field. Besides establishing a strong brand presence on the net, we are developing ways fit for the future – also with our partners – of scoring highly on the web and combining the offline and online sales world with each other in a way that makes sense.
Parador has already set up fundamental conditions for handling the processes associated with the special requirements of e-business. This concerns, for example, organisational and practical matters in the fields of logistics and IT as well as taking care of customers over the phone.