B2C, CPG, Ecommerce, Retail
Plaid is one of the world’s largest, most diverse manufacturers of DIY Craft Products. It also serves as the parent company for a lot of well-known brands:
Plaid and its sub-brands had a strong presence in brick and mortars, but online sales only represented 2% of their revenue.
With such a large portfolio of projects, we were tasked with building an e-commerce website that was easily managed and collected inventory with every sale with every brand.
We couldn’t start categorizing the products without first understanding the brands.
After completing brand books for each brand under Plaid, we began planning toward a single website that could work for all brands.
A New Website
Plaid needed a website that maintained their brand products, as well as its sub-craft-categories.
To manage all 12 craft brands under Plaid, we created multiple websites, based on the brand’s respective audiences and craft products.
With 12 brands and hundreds of categories, they wanted a site that could manage inventory of all products and provide a simple shopping experience. Because when people are crafting, they should be able to easily find the specific project needed to make their project HGTV-worthy.
With such a large portfolio of projects, we were tasked with building an e-commerce website that was easily managed and collected inventory with every sale.
After categorizing their inventory per brand, we worked with our IT team to set up an infrastructure within Kentico to not only house thousands of products, but track inventory and flag both the brand and consumer when a product is out of stock.
The trend of DIY crafts and DIY-ers left us with no shortage of influencers to work with. We partnered with Handmade Charlotte to create not only social content, but original crafts using one of Plaid’s products.
Craft experts Cathie and Steve created a Modge Podge video series on YouTube.
Finally, LaurDIY got her own page on the new Plaid website, filled with her myriad of diverse craft projects. We worked with these influencers on a Facebook “Like” campaign, which grew Plaids Facebook audience by 51% in one month.
And though a lot more effort was pushed to Plaid’s YouTube, Instagram and Facebook channels, the craft brand saw the biggest return on Pinterest, driving the majority of traffic back to the Plaid site to purchase products for a specific traffic.
In One Year
Magazines That Featured Plaid:
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