Retail Directions, Website

Brief

Retail Directions retail management and point of sale software is used world-wide by many prominent retail organisations such as The Body Shop, Nike, GNC, Cotton On, Kookai and Just Jeans. Having worked closely with Retail Directions (RD) since 2007, Alaress was engaged to evaluate and propose a digital strategy for revamping and developing a new content managed website. Retail Directions also wanted to adopt social media marketing and maximise their use of online marketing and search engine optimisation (SEO).

Solution

RD set high expectations for the new website's interface to be captivating, support their brand and fall in line with the new strategy content whilst capturing the company's progressive office culture and range of solutions.
A close relationship and extensive stakeholder briefing sessions were crucial and Alaress consulted with RD to develop a clear digital strategy. A content discovery phase and documented project scope ensured success.
The interfaces and content are aimed to entice and inspire customers to make contact and find out how they can revolutionise their retail business. A custom Flash animation was produced and a number of custom icons were designed to support the interfaces in illustrating the software solution.
SEO was a high priority so the ability to deliver a website that would rank on page one for over a dozen competitive keywords was a challenge. Alaress commenced an SEO strategy from the get-go and began optimising the existing website prior to the new website's launch.
The website was built on an open source content management system (CMS) to ensure a complete hand-over of website management upon the project's completion.

Results

RD once explained to us, If you get our phones ringing with new relevant customers, you will be our partner for a very long time. At the time the website went live, Alaress had worked to boost the companies ranking on Google for the most valuable #1 keyword in their industry “POS” from a ranking greater than 100, to rank #9.
The website ranks #1 for five core keyword phrases and over twelve further keywords of high value secured top 10 rankings. At the time of writing over 60% of their web traffic is generated through organic search engine traffic driving RD's bottom line.

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