Haband sells comfort, ease, convenience and value: slacks that "s-t-r-e-t-c-h" for $6.99; shirts and jackets with zippers that are easy for arthritic fingers to manage; sunglasses that fit right over your prescription. The company enjoys an unusual online demographic: a large and growing population of users age 55 and up. It's a match made in heaven - easy, one-stop shopping from home for people who increasingly find mobility difficult. Started in 1925, the company has grown to serve 5 million customers by mail, catalog and now the internet.
For decades, Haband has calculated customer values to a fare-thee-well, tracking where every lead originates; the lifetime value of each customer; the profitability of each item by SKU. Their databases sort the details with a refined system that includes individual SKUs for each item by color, size, and source - often resulting in hundreds of marketing codes for what actually amounts to a single product.
It's marketing genius, and on it Haband has built an empire. But integrating Haband's vast databases into a consumer-friendly website front end proved a technical nightmare that sank multiple web developers over the course of four years. Despite the sizable challenge, WebLinc's team solved it in a matter of months. Today, Haband's website and legacy systems not only play nicely together; the back end actually automatically populates much of the website, even removing items that are out of stock to avoid frustrating customers with "sorry" messages. Haband leverages the WebLinc Direct eCommerce solution to manage its direct channel offering quickly and easily.
Haband.com carries on the lively look of Haband's catalog and advertising, with brightly-colored, slightly artificial photography and oversized prices that telegraph value. Cheerful copy includes regular calls to action, and alternative views of merchandise encourage buyers with exclamatory benefit callouts like "Snap-shut pockets!" or "260 PSI Rating!" Type is large and clear, easy for older eyes to read; and the code is completely ADA compliant for those who can't.
Services Utilized:
Creative Development
- Information Architecture
- Usability & Analysis
- Page Optimization
- W3C / ADA Compliant Production
Technical Development:
- WebLinc Direct eCommerce
- Custom Programming
- Database Development
- Systems Integration