Bush Promotes Christopher Lowell with Online Applications

July 29, 2010  by in UnCategorized   

By Home Furnishings Business in on July 30, 2010

RTA furniture major Bush Inds. has deployed an online content delivery application for the new Christopher Lowell Office Collections of furniture.

Bush developed the line exclusively for office products and services retailer Office Depot (NYSE: ODP). The new application is designed to provide a more interactive and valuable shopping experience on Bush Furniture's core reseller Web sites. It also offers customers more relevant and timely information about Bush's furnishing solutions.
 
When Bush Industries partnered with Christopher Lowell and Office Depot earlier this year to design, manufacture and distribute three new modular office furniture collections, Bush recommended an online video format that not only introduced Christopher Lowell, an Emmy Award-winning designer, author and television personality, but also provided customers with insight into the inspiration and influences behind the collections' features and benefits, all of which are presented by Lowell himself.
  
"The furniture category suffers from a lot of generic selections offered in confusing and monotone formats. So, we developed a new approach that delivers a differentiated experience and is incorporated directly into our reseller's Web site,€ said Patrick Theimer, executive vice president of marketing and e-commerce at Bush Industries. "We want to be able to provide more than a simple list of product attributes and fixed images.  Through a combination of creative videos and layouts, Christopher Lowell is assisting the sale in an extremely valuable way. This results in more informed buying decisions and increased customer sales and satisfaction."
 
In May, the three new collections by Christopher Lowell and Bush Industries were introduced at Office Depot. Videos, images and detailed descriptions of all three furniture collections can be found online at the Office Depot Web site.
 
"While other retail categories like electronics have been marketed using these types of applications, it is a fairly new concept for the furniture industry and one in which we see a great deal of opportunity," Theimer said. "We're seeing a lot of interest in this approach from our retail partners and it's been extremely popular with customers visiting the Christopher Lowell section of officedepot.com."

Bush's marketing partner, Illuminati Studios, created the technology application, produced the videos and packaged them so that Office Depot could incorporate the videos easily and seamlessly onto their site. In the future, Bush plans to integrate other services, including space planning and social media.

Bush, with Illuminati Studios, also has developed and is introducing its Furniture Finder, an online tool for retailer web sites designed to help customers quickly find the right furnishings for their home or office.  It allows customers to search for Bush office furniture products online by room type, function, style and finish or color.