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Marketing

Omega set for expansion drive following marketing and digital agency appointments

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By Stephen Lepitak, -

September 25, 2018 | 4 min read

Omega, the kitchen manufacturer, has released a new online presence having begun expansion plans, with digital at the forefront.

omega kitchens website

Omega Kitchens embarks on expansion drive through digital and marketing strategy implementation

Having sourced Cogent as the brand and marketing lead and Engage Interactive to handle the digital remit through The Drum Consulting, the brand sought to revamp it digital portfolio, beginning with its website. As a result, Omega aims to develop the platform further having made the initial investment to improve its functionality.

Andrew North, Omega Group’s sales and marketing director, explained: “By working with Engage our goal was to develop a ‘best in class’ website, marrying an immersive, design-led approach with the latest web technologies and back-end features.

“With mobile usage continually growing, and time-spent accessing the web being predominantly mobile, a user-friendly responsive website is the only way to go. Engage are designing and building for us with a mobile-first approach, ensuring an exceptional experience on both mobile and desktop devices.”

He added that the aim was to create a “quick and enjoyable experience” across mobile or desktop with optimized images, omptimised code and a speedier loading time: “We’re all generally impatient online and adding unnecessary loading time on a website can reduce potential sales quickly.”

The new site placed a greater focus on product imagery with actions for the user placed across each page, alongside informative content on those products.

Engage strategy director Dom Mernock, added: “It’s very easy for large websites with similar content to all look the same. Our goal for Omega is simple, to give more focus to the product as that’s what the consumer is really looking for.

“In addition to a greater focus on product imagery, we’ve also set out to achieve more immersive content. No one wants to read large blocks of content, page after page; nobody has time for that.

“The introduction of ‘the feed’ also brings a modern and fresh approach to content structure. With content categorised beyond a typical blog, Omega will now have reams of content about lifestyle, planning and aftercare. This new structure will enable the consumer to find bespoke content that really fits their need,” he continued.

A new ‘Discover my kitchen’ feature will also aim to provide a user journey for finding the ideal kitchen with a select series of quick-fire questions used to lead the user to their best-matched kitchen.

Once found, the display information about the matched kitchen will appear with suggestions for alternatives that might match their needs, and prompt the user to then find their nearest retailer.

The ‘Retailer area’ will also present Omega retailers with the option to login to a portal tailored to their individual needs, including access to a retailer-specific news feed, sales and technical assets (based on the ranges they stock), and key contact details.

The second phase will include the addition of retailer tools such as live delivery tracking, as well as point of sale and branded product literature, a feedback area and a question and answer database.

A virtual reality tour of a showroom and the factory will also be developed to showcase the brand's range and manufacturing methods.

Engage was selected following the initial client need for the development of a new content management system, which would lead to a site redesign and the conception of a digital marketing strategy.

For more information on The Drum Consulting and how it can source agency partners for brands, see the dedicated website here.

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