Abercrombie & Kent
Content managed brochure website case study
Abercrombie & Kent are pioneers in the luxury travel market. For over 40 years, Abercrombie & Kent has led the field in offering exclusive worldwide holidays of distinction. They are recognized as one of the market leaders in their field.
The Brief:
- To reduce the amount of printed brochures (each brochure cost £5 to make and send) by making brochure content accessible online
- To increase traffic to the website
- To provide value added services to the website
- To re-brand the website
Our Solution:
- We worked with their internal brochure design team to streamline the process of getting print brochure content onto the web
- We integrated all their brochure content online
- We created an XML based web update tool, that enabled the website to update itself based on the latest content in the central CMS system to reduce time and costs of managing the website
- Created a web only content management facility that enabled the web administrator to add web specific content to a holiday. This can include video, Flash and Quicktime VR
- Built a powerful search facility that will allow users to find their ideal holiday
- Enabled people to send holiday information to a friend/ family member via a postcard facility or to even build their own PDF brochure
- The honeymoon section enables wedding guests to contribute towards a happy couples honeymoon using an integrated payment system
- Special offer system where A&K can promote and manage last minute deals. This system incorporated an online sale facility
- 'Build my own brochure' feature which allows a customer to build a PDF brochure complete with personalised cover and booking form
- Integrating travel guide/destination information content from 3rd party vendors
- Merged all of their websites into one
- Modified the navigation to relate their product types more efficiently
- Restructured links to the website so that the site is better indexed by search engines
Results:
- The initial website was launched in 2002
- Traffic increased over 4 times from the inital launch
- Increased turnover by introducing the "Special Offer" section
- Site had a large search engine footprint and impressive traffic volumes
In association with
