With revenues of over $47 billion, Lowe's Companies, Inc. is a FORTUNE® 50 company that serves approximately 14 million customers a week at more than 1,675 home improvement stores in the United States and Canada. Founded in 1946 and based in Mooresville, N.C., Lowe's is the second-largest home improvement retailer in the world.
Challenge
The Lowe's client team for the Lowe's Racing website turned to Perficient to replace its existing, informative NASCAR racing team web presence with a fresh, vibrant, interactive design. Moreover, the client sought new functionality to allow for increased brand integration and cross promotion of the NASCAR racing team and Lowe’s home improvement products.
Solution Deployed
Perficient provided the home improvement retailer with end-to-end user experience design and web development services. Visitors to the Lowe's Racing NASCAR racing team website are welcomed to vivid racing imagery within Perficient's award-winning Adobe Flash messaging design. The intuitive information architecture and user interface design guides visitors through racing news and articles, team updates, and fan zone interactivity, with select content areas reflecting the integration of home improvement and racing.
The website also serves as the official site of the Jimmie Johnson Fan Club, and provides extensive information and interactivity with Jimmie Johnson. Johnson is a four-time NASCAR Sprint Cup Series champion and the only driver to win four consecutive Sprint Cup Series Championships. In addition, the website allows registered users with login-access to a premium content area, providing a custom team video player and access to the latest issue of the racing team's magazine. Allowing fans to bring home the full NASCAR racing experience, the site also features integrated ecommerce capabilities and rich media functionality leveraging a combination of Adobe Flash, Microsoft Silverlight, and Microsoft Silverlight Deep Zoom technologies.
The Perficient team designed the website leveraging a digital marketing platform. The platform supports the website user experience with feature-rich digital marketing capabilities. The platform's content management capabilities enable internal management of all website content areas. All content management activities are passed through the platform's publishing workflow for added security and approvals. The platform also provides web analytics to understand site visitor activity and usage including hits, unique views, organization and geo-location information, duration of visit, and trend analysis across key metrics.
Business Value Delivered
The new website has dramatically increased user registration and participation. The website has more dynamic and fresh content as a result of the ability for non-technical users to make updates from the racetrack and performs better from an organic search engine perspective. The website also provides extensive client brand and partner brand integration combined with cross promotion of the NASCAR racing team and related home improvement products.