Environment Since 1931, The Iron Shop has enjoyed a reputation for outstanding design and fabrication of custom-built spiral, curved and floating stairs. Their customers are “do-it-yourselfers”, builders and contractors. The company has seven retail outlets nationally, as well as robust catalog sales. The geographic reach of the retail outlets was limited however, and catalog postage costs and mailing lists were becoming more expensive to maintain, thus impeding strong sales growth. Challenge Expand the sales reach beyond the catalog recipients and seven central retail locations to the entire country. Persuade the online audience that configuring, purchasing, and installing a custom spiral stair kit is not as difficult as many would believe. Convince potential customers that they can make a secure, informed and accurate purchase online. Strategy To develop a fun, whimsical approach to a fairly complex product — utilizing cartoons, online games, videos of cable TV’s “The Furniture Guys,” and innovative site design — to overcome any daunting perceptions of spiral staircases as “too much to handle myself”. Utilize cutting-edge virtual applications so users can see what they have constructed, visualizing it as it would look installed. Develop an “intelligent” worksheet application to spec out and order your customized stair kit, preventing users from making misinformed mistakes. Repeatedly stress multiple ways to purchase — online, through an 800-phone number, or by going to the nearest showroom, if applicable. Results The site has surpassed traditional advertising venues as the primary method of sales leads resulting in purchase. From 1996 through 2000, sales from the Web site have increased an average of 200% per year. In 2000, 20% of overall company sales were attributed to the Web site.