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Benjamin Moore helping retailers customize web sites

By Tim Wright

Published May 20, 2009
Benjamin Moore is supporting its national retailer network with the North American rollout of a service to create a store’s customized web site. The new Retailer Web Site Program is designed to ensure that the retailer’s site effectively represents the Benjamin Moore brand experience.

“The web is the first place smart home improvement shoppers go,” said Jim S. Gorman, director of retail marketing for Benjamin Moore. “We want to make sure we are providing our retailers with 21st century marketing tools in an increasingly web-enabled world. A pilot program in Boston last year met with immediate and exceptional success, and we’ve heard from our retailers in all markets that they are ready to embrace new ways of doing business. So, we’re expanding the program to the entire Benjamin Moore retail network in both the U.S. and Canada.”

According to Gorman, ChannelNet, a Sausalito-based company and a provider of multi-channel solutions in the home improvement industry, developed and now manages the turnkey Benjamin Moore Retailer Web Site Program. A store simply enrolls with ChannelNet, and within hours gets a customized “virtual store” that showcases locations, staff, products, services, special events and other features. Once a retailer’s web site is launched, ChannelNet’s eBusiness Support Center (eBSC) provides training and other backup services. Retailers can update their own web site via a user-friendly admin tool, or ChannelNet’s eBSC makes updates to the sites for them.

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