Challenge:
Create a compelling online presence that expresses Red Gold's focus on providing easy access to information for the several distinct site audiences that visit including: consumers, foodservice professionals, food industry retailers and wholesalers, and those interested in careers at Red Gold.
Red Gold is proud of its 50+ years of producing a broad range of canned tomato products marketed under four well-known nationally distributed labels. However the corporate website did not match the company's size, or the popular appeal and broad reach of its product line. In addition, the site did not provide adequate information for online visitors to make informed purchasing decisions. Complicating matters, the site was a maintenance nightmare; updating site pages was a time-consuming manual process that often required tapping Red Gold's busy corporate I.T. staff.
Our Solution:
GlobalMagic worked closely with Red Gold's web team to understand and analyze the usability issues of the existing website. Through a series of group interviews, usability tests, and wireframes, GlobalMagic's development team, was able to devise the methodology and make informed recommendations that resulted in a highly intuitive site architecture, navigation schema, and page (content) layouts.
GlobalMagic collaborated with the Red Gold team to identify top business goals and clarify key user tasks for the updated website. Improved site architecture, a streamlined recipes search and display process, and information targeted to a range of site visitors resulted in greater user satisfaction and improved customer service. The updated webite structure and intuitive administration console makes it easy for the web team to complete site updates and with no programming experience required.
The new website reflected a fresh, contemporary, innovative look and feel, while also conveying a professional, trustworthy character. The updated website effectively provided competitive differentiation, while beautifully articulating the Red Gold company brands: Red Gold, Redpack, Tuttorosso, and Sacramento.
Notable New Site Features:
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Extensive Recipes Command Center (add, update, delete)
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Simple and Advanced Recipes Searches for Visitors
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Club Membership for Frequent Visitors
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Extensive Flash Animation
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Web Team Administrative Control of Page Content (ability to add, update, delete)
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Backend Server Integration
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CRM Integration via online contact us forms, guestbooks, e-mail newsletters
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Audio and Video files optimization for the Internet
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