Case Studies
Clients
Discovery Channel
Discovery.com is a Web property that includes the following brands: The Discovery Channel, The Learning Channel, Animal Planet, The Travel Channel, Discovery Health Online, Discovery School and the Discovery Online Store.
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Client:
Discovery Channel
Technology:
Industry:
Media & Entertainment
Service:
Web Design & Usability
The Challenge
To create one solidly branded Web site that accomplished the following objectives for Discovery.com:
Extend brand equity among Discovery’s seven main properties
Enhance online e-commerce site making the user experience easier
Increase profits
Develop logical path for customers to find a specific item quickly
Track and service existing customers efficiently
Utilize profile to alert customers to new items of interest
The Solution
To achieve the objectives, Ironworks implemented the following:
Combined the main Discovery properties into one shopping site
Developed and implemented a shopping cart technology that recognizes customers each time they return to the site and customizes the user experience to match their preferences
Integrated an e-mail system to notify shoppers of specials, discounts and the status of their orders
Re-categorized their SKUs into logical, easier-to-manage categories
Integrated front-end shopping systems with the Discovery Online Store fulfillment center
Designed and implemented the Discovery Channel Customer Portal site, integrating news, sports, stock market and TV programming data and shopping content in a consistent, easy-to-use interface
Implemented a system that allowed the marketing department to dynamically offer promotions based on inventory levels and run rates of specific products
The Results
The Discovery Channel Online Store was able to triple its sales in the next year following the enhancements made by Ironworks.
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