Case Studies - Wedgwood

Old Economy Leader Taps a New Channel

Challenge

The history of Wedgwood tableware dates back to the eighteenth century, driven by the guiding vision of Josiah Wedgwood (1730-95) whose innovative work in ceramics led to the founding of the company that bears his name. For over two hundred years, Wedgwood china has graced the tables of kings and queens, and a growing number of consumers around the world. Wedgwood hoped to revitalize its image and leverage its strong brand name in the Internet arena and among younger consumers. The project aimed to achieve this through an interactive compact disk that would be distributed to prospective newlyweds via Bride Magazine and integrating its functionality into a web application that facilitated information sharing among Wedgwood, its channel partner and the customer.

Pamet's Solution

Pamet's efforts spanned three components of the project. Pamet worked in tandem with a design firm in creating a CD using Macromedia Director 7. The CD allowed consumers to select tableware components and patterns, visually evaluate them on screen, and then log into the Web to register the choices with the Wedding Channel. Consumers could also print out their selections and bring the output to a local retailer for purchase or registering. In the second stage of the project, Pamet created and hosted a Web application to capture information on ordered products, which Wedgwood could track and analyze. This Web application ensured that consumer orders would move seamlessly from the consumer desktop to the weddingchannel.com, Wedgwood's channel partner, where tableware choices were registered and fed to the registry via an XML interface, automatically allowing for easy order completion.

Benefits to the Client

The CD was successfully completed, produced and distributed in the October / November 2000 issue of Bride magazine. The project thus successfully developed a new channel for Wedgwood, supported the existing retail channel, and also provided Wedgwood with more information about its consumers. Working with a design partner of ours, we elegantly fused the production of both the artistic and technology elements of the project fulfilling our client's business objectives on time and on budget.

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