News
Shure launches new website
Andy Barrett Feb 2 2010, 9:48am
Mic giant targets end users and retail customers with aim to improve audio industry information
Shure Distribution UK has launched a new consumer website that also incorporates a reseller and commercial section for Shure Distribution UK business customers. A different design and format with new features has been put together with the aim of improving the user experience for both Shure's consumers and its business customers.
“Our customers were our central focus when creating the design and functionality concepts,” commented Paul Crognale, SDUK's marketing manager. “The website needed to be able to provide our end users with what they want to know, quickly. Then ultimately help them reach a buying decision, all whilst maintaining their interest and in a tone that is approachable yet professional.”
The site features easy and intuitive navigation that gives visitors the ability to find appropriate information within the minimum number of clicks, whether that is a complex query, such as which Shure product will suit a customers’ needs, to simply finding technical product specifications or service contact details. Unique site tools include a simple 'microphone finder' that assists consumers and retailers in selecting the correct Shure product either by application, environment or sound characteristic, a product comparison 'notepad' and numerous 'how-to' videos.
'Purchase motivating' features include the retail price advertised alongside each product, a 'hovering glossary' of technical terms and a 'sound demo' that allows the user to actually hear the difference between products. Social media also has a prominent role on the new website, as does video content produced by Shure and presented by engineers, artists and SDUK’s own technical applications staff.
For business customers the new 'reseller & commercial' section will be a resource for Shure products and for the additional brands in the SDUK portfolio in due course. This section is currently in the beta phase and will be developed into a password protected extranet that will have enhanced functions such as secure access to invoices and account history, preferential price lists and reporting facilities.
“Following market research, we have produced a website that puts the customer and the latest digital platforms at the heart of our communications. Our industry is notoriously bad at communicating product selection, among other complex points, to a range of different knowledge-level customers,” said Steve Coulter, SDUK's digital marketing specialist. “This website endeavours to be an invaluable tool to help our customers better understand Shure's product ranges and set a new standard in pro audio end-user communication.”
