Essential reading for retailers and suppliers in the home improvement market

Plasti-kote emphasises the importance of online presence

Published: 25 January 2008
An interactive, informative and consumer-focussed virtual shop-front makes a significant difference, claims the paint-spray manufacturer.
Plasti-kote is urging the diy industry to make the most of an online presence.

The online measuring agency comScore recently revealed that the UK has Europe's most active online population with a daily average of 21.8 million visitors.

And Plasti-kote says it has experienced huge growth in the number of UK visitors to its website, which has played a significant part in its growth in turnover, and increase in market share.

"We launched our innovative new website a year ago, supporting the launch with a comprehensive media advertising campaign," said Donna Howard, marketing manager.

"The immediate effect was a phenomenal growth in the number of visitors to www.plasti-kote.com, reaching a 178% increase year-on-year in July.

"This continued through 2007 and at the end of our financial year our market share grew to over 72%."

Shop-front

Plastikote believes that as websites are now viewed as the virtual shop-front to a business, they are the first port of call for potential purchasers.

According to BMRB (British Market Research Bureau) 58% of internet users now go online every day, while sourcing information is the second most popular online activity.

The IAB (Internet Advertising Bureau) says 76% of online consumers feel the internet helps them make more informed purchase decisions.

"We would urge businesses to look carefully at their website to ensure their shop-front is interactive, informative and consumer-focussed.

"The advanced features of our website, including the spray studio, project planner and colour wheel, made a significant difference.

"We have reaped the benefits of enhancing our website and continue to experience share growth," said Paul Silk, Plasti-kote's head of sales and marketing.

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