“Our new website needed to match our capabilities as a company,” states Stephen Kam, director of advertising. “Previously, we only showcased our top 200 stock SKUs. If you needed something that wasn’t offered online, you would need to call or email us for pricing, availability and lead times. This additional friction in the buyer's journey was the main pain point we wanted to resolve with our new e-commerce store.”
Customers can now easily navigate a more user-friendly interface to find the perfect label for their application. Features like “Find Your Perfect Label” allow customers to enter the format, size and core size of the label they need to quickly narrow down options from a wide product selection.
One new and exciting innovation to help customers is the company's new label configurator. Kam explains, “Through our one of a kind label configurator, we will let a customer build and then buy just about any combination of label technology, adhesive, and material to create the exact label that meets their needs. This took what was a 200 stock SKU list and blew out our offerings to a little over 20,000 items.”
If customers are still unsure about what label they need, details of each product description are provided for additional information. An extensive list of compatible printers and model numbers accompany each product for proper user compatibility.
A full chart of material comparisons allows customers to analyze price breaks between different quantities of different label colors and materials to guarantee they are receiving the best price for their product.
A detailed landing page titled “Why Our Labels Cost Less” is dedicated to showing exactly how Smith Corona’s in-house operations cut out the middlemen, eliminate unnecessary costs, and pass savings straight to the customers.
Besides labels, customers and visitors to the website can expect to see a collection of other industry resources, as well.
“Not only are we excited to grow our product offering, but also our knowledge center. Our creative team will be making more resources (both video and written) to help business owners make the right decisions when it comes to printing variable information," adds Kam.
Visitors can view the new library of video content showcasing step by step how-to’s and setups on mobile, desktop, industrial, and inkjet printers, industry terms, unboxings, and more. These videos are linked to product pages to instruct and inform customers of how the labels can be utilized.
The online blog contains articles on label guides, printer reviews, business solutions, and industry insights to help visitors stay informed on the latest trends, answer FAQs, and provide relevant resources with one click.
In addition to a new website launch, Smith Corona is looking to expand its reach in the labeling industry even further.
“Ultimately, our new website is the foundation for where our online business is heading. In the coming year, we will be expanding our store to offer thermal and inkjet printers, thousands of sheet labels, sequential (LPN) labels, and much more. Our goal is to be the online marketplace for pressure sensitive blank labels, and we think this is a great start to achieving that goal," concludes Kam.