2007 UNIVATOR Award Winner - January 2007

This manufacturer of authentic department of defense military and law enforcement uniforms has used its industry knowledge, technical expertise and customer relations skills to produce a redesigned website that strengthens its ties with retailers while furthering its business goals. Alas, it was not designed by UniformMarket, but its creation, evolution and accomplishments indeed make it worthy of a UNIVATOR.

Visitors to the site can access information through three portals: A Reseller’s Gateway, which is a b2b platform for existing customers; a Buy Online option for consumers; and a Store Locator where the public can obtain information on Propper retailers.

A year of research and fine-tuning went into the site’s development before it went live. An independent software company was hired to work with Propper’s Director of Information Technology Devin McCarthy. Charles Beaudry was hired as the web developer who was instrumental in driving many of the new “front-end” enhancements. “We wanted it to be robust enough to handle orders efficiently,” says McCarthy. “And we listened closely to our customers, because we wanted a site that would work for them and suit their needs.”

They discovered that customers didn’t like the color scheme of the existing site, and that images needed to be enhanced. Larger customers wanted all locations listed in the “store search” option, not merely their main site. Still others felt the current system too complex, and wanted a new website that was easier to navigate.

All of the above concerns are addressed in the redesign. “Customers can more easily select a product, style and fabric type and watch the order move through the distribution center if they choose,” says McCarthy. “They can also type in a product’s assigned number and go directly to that product, rather than accessing the complete line.”

Information on inventory, order status and billing is also available in real time, a feature not ordinarily found on similar sites. Live help is also build in, another industry rarity. Customers with questions on products can speak online with a Propper representative. “The focus is on the dealer’s business,” notes John Asaro, vice president, marketing. “Our goal is to simplify the process and drive traffic to stores.”

To that end, Propper has designed yet another interesting feature. McCarthy explains: “Any order placed by a consumer will include free ground shipping if he opts to pick up that order from a Propper retailer. It’s another vehicle a dealer can use to establish relationships with customers.” Propper’s effort to drive traffic into the local dealer is unprecedented and represents the strongest effort any supplier has made to support the brick and mortar retailers.

“We take a multi-channel approach to marketing,” adds Asaro. “It’s not just about buying online or shopping at a traditional store anymore. Research has shown that the combination produces more business that a single channel.”

What’s your opinion on this year’s UNIVATOR picks? Want to see your company selected as a recipient next year? Go to info@uniformmarket.com to tell us your views, or to find out how to enter the ’08 contest.