Case Studies
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.
The Challenge
Case 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
Case 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
Case Results The Discovery Channel Online Store triples its sales in the next year following the enhancements made by Ironworks.
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