fuse
Issue 2
Electrifying the Web for Kenwood With customers increasingly using the Internet to research and compare products in the consumer electronics category, Kenwood had an immediate need to establish a marketing web site that showcased their extensive product range.
Which Product? In the extremely competitive electronics marketplace, easy access to comprehensive product information is critical to specification conscious buyers. In the project definition phase, we identified that the goal was to deliver in-depth product information that makes it easy to decide which Kenwood system or combination of components are right for the job. The entry page of the web site is structured into the three categories of Home Audio, Car Audio and Communications. While reviewing product details, you are prompted to which components are compatible with each item.
Dynamic Content Management Kenwood, with its prolific output of new and exciting products, required a facility to manage all content for the web site in-house. The web site incorporates a database and secure ‘service site’ using Fusion’s content management system that allows easy updating of all product and category information from a browser based interface. Consistency in the format of content delivery on the web site is maintained through style sheet technologies in combination with image processing templates that Fusion developed for Kenwood. As well as providing low cost and timely maintenance of the web site, the ‘service site’ allows Kenwood to gain market research into which products are most searched for.
Platform for Growth Kenwood has effectively enhanced its business and Internet communications, leveraging information technology to coordinate a strong brand presence for its three product divisions. Future additions to the Kenwood web site will quickly move the companies online offer up the ‘Internet maturity scale’ from a defensive and tactical position of establishing an Internet presence to a solution that is fully integrated with all customer segments and sales channels. Technology Used Kenwood.com.au uses the Microsoft Internet Framework. • ASP, CSS, Javascript • SQL Server 7 • Internet Information Server 4.5