HOMETOWN is the most colourful quilting shop in Kent owned and managed by Marion Haslam. Haslam swapped her career as a global product developer for IKEA to combine her passion for retailing and her love of quilt making by opening the Hometown store in Rochester in 2008.
Marion runs an energetic, sociable store and wanted to replicate this environment in an online shop, having already explored social media. She hoped that doing so would drive more customers in-store.
We helped Marion to think strategically about her web presence. In particular - what she hopes to achieve from having a website, how her brand and online identity will develop over time, and how quickly she needs to see a return on her investment.
We used Squarespace to develop Marion's website; Squarespace is a website building platform that provides 24/7 support, an easy to use editing suite, and professionally designed templates. The site was built alongside Marion during a series of face-to-face workshops, allowing her to give instantaneous feedback, and to see real progress at each step. We included images taken in-store so that visitors would feel more familiar with Hometown having visited the website. At the end of this process we provided training and written documentation to allow Marion to conﬁdently take full control of the site herself.
Squarespace provides analytics that tell Marion how many people have visited the website and, through the use of online promotions that offer savings for customers in-store, Marion can track how many of these website visits are being converted into in-store visits.
The site went live at the beginning of August 2015. Marion is now managing the site herself, has launched her very ﬁrst online promotion and has begun blogging - www.hometownrochester.co.uk