Sub-Zero, Wolf Revamp Web Sites

By Alan Wolf -- TWICE, 6/15/2007 12:33:00 PM

Madison, Wis. — Sub-Zero and its Wolf Appliance subsidiary have added virtual showrooms, interactive tools and imagery to their Web sites to create what they describe as “the ultimate shopping tool and resource guides.” The premium majap makers said the features reflect “fresh thinking” about how consumers are using the Web, but were also developed to assist designers, architects and builders.

The sites’ interactive, virtual vignettes help customers plan a kitchen remodel by changing appliance finishes, cabinets, walls, countertops, trim and floors to reflect personal style and color palette. Additionally, an appliance-selector shopping tool allows visitors to view and select specific models, which can be placed in various kitchen environments. A zoom feature lets customers examine the products “up close,” while videos outline key product attributes.

The food preservation and cooking vendors have also peppered their sites with images of cheeses, fruits and vegetables, and customers’ real-life cooking accomplishments, to underscore their commitment to the categories.

The Web sites also extend the consumer’s relationship with Sub-Zero and Wolf beyond purchase. Owners who register their appliances online automatically receive email updates on food storage, usage and care, as well as ongoing tips, recipes, and quick-start videos loaded into their online accounts.

“Today’s affluent consumers are very savvy. They are taking education into their own hands, using the Internet to discover the latest design trends and kitchen appliances,” said Christopher Parr, consumer marketing manager of Sub-Zero and Wolf Appliance. “Our goal is to provide the best interactive experience, in which visitors can learn what makes our brands unique and interact with the appliances in ways that are relevant to their needs.”

Kitchen designers, architects and builders can also benefit from the new Web sites by accessing online specification libraries, downloading CAD, or requesting trade kits with resources for planning and installing Sub-Zero and Wolf appliances. The Design Resource Center is another tool created for professionals to learn about new and upcoming products as well as view articles and information written specifically for the trade.

In total, the redesigned Web sites, located at www.subzero.com and www.wolfappliance.com, feature twice as much content as before, including customized recipes and an emphasis on area farmers’ markets and locally grown food.

More than 8.5 million people visited the sites in 2006, and traffic reached a record-breaking 893,701 hits in March, thanks to “aggressive online and off-line marketing and advertising campaigns,” the manufacturers said.