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Article Date: 05 January 2009

Background

Viking Metal Detectors manufacture and sell metal detectors direct to the public through their website.  They also use third party distributors.

Manufacturing Concern

The company wanted to grow and expand their business, particularly by developing their business to business sales. In particular they see the water industry as a prime target market.

They also wished to increase the amount spent by each customer and their product offering to all customers. This was to be achieved by introducing additional products including both new metal detectors for their range and complementary accessories such as books, headphones, etc.

Being found by new customers was also important and getting to the first page on Google was seen as a key priority. A well designed, well optimised site would help to achieve this.Activities Undertaken

Viking Metal Detectors, one of the best known and longest established names in the metal detecting industry, had a complete redesign of their website. They implemented and configured a new future proof shopping cart system allowing them to sell their full range of products over the internet.

All the text based information was made fully updateable giving Viking the ability to manage site content, add new products, and have full control of their online sales. High quality images were used to ensure that the products were showcased to their best advantage, highlighting the quality of the manufacturing.

Results

A new website that is fully updateable, giving the ability to add, modify, and remove content via a browser based, password protected online administration area.

Users are able to select a detector from the main navigation of the website when a single page appears displaying the product image along with a full detailed description, product options and price. The user then has the ability to view multiple detailed images of their chosen product. They also see related products (accessories) for each detector.

The X-Cart, the shopping cart system that has been implemented for the website includes the facility to support different shipping destinations. It also has the facility to configure shipping charges via the administration area of the website. This can be based on weight, price, and destination.

The Future

The site has now been in use for 12 months. It is winning the battle in very trying economic conditions and the investment is paying dividends ensuring the future of the business.

A few words from Viking Metal Detectors ...

"The new website has been excellent for the business. The ability we now have to add content and target customers at different times of the year has been a real boost to the business.

"2008 has been a difficult year for every business but it’s great to report that we have maintained sales. When we ask new customers how they found us they invariably say that when they type ‘metal detectors’ into Google, Viking is on Page 1 and because the site is so easy to navigate they place an order. The website really has been a boost to the business."   Richard Forkasiewicz - Managing Director

Visit their website at http://www.metaldetectors.co.uk

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