As the What More UK team prepares to exhibit at Spring Fair, the manufacturer's new website has gone live.
A showcase for more than 1,500 Wham products, the all new www.whatmoreuk.com site is characterised by lifestyle photography, while also offering detailed product information across all the company's ranges. It is described as easy to navigate by category and range, and allows customers to make enquiries about specific products.
The site has been built around the needs of trade customers, following a consultation exercise.
What More UK marketing & product development manager Adam Wilkinson said: "It's important to us that all visitors get what they need from the website in just a few clicks.
“We carried out research to fully understand what our customers valued about the old What More website and what they felt was missing.
"The new site is a much better showcase for our growing offer, including the bakeware ranges that have been added since What More diversified into bakeware in 2014.
"Phase one of the new site has been launched in time for Spring Fair, which is an incredibly busy time for us. We’re expecting plenty of clicks in the next week or so and look forward to hearing customers' feedback."
Direct consumers of the Wham brand have also been considered in the development project. The new site allows them to interact with the brand more. Features include information about stockists of the Wham range, and integrated social media.
Laura Preston, marketing co-ordinator & graphic designer at What More UK, said: "We were determined that our new website would have a completely different feel and greater visual impact. It's far more content-rich, with more lifestyle photography and product videos.
"By integrating our social media profiles into the website, we hope to encourage our customers - both consumer and trade - to join in the Wham conversation."
Phase two will see the launch of a completely redesigned trade portal next month. A ‘Wham Academy’ area of the site is also in development. This new feature will provide training materials for staff at the brand's retail stockists. It will also include a facility to download product images, point of sale graphics and other marketing materials.
Lancashire-based What More UK makes more than 700 product lines at its purpose-built manufacturing facility in Lancashire, from storage boxes, plant pots and laundry baskets, to washing up bowls, buckets and bins.
The business diversified into bakeware in 2014 and today makes a range of Wham Cook non-stick and vitreous enamel bakeware. It also owns the award-winning PushPan range of silicone sealed bakeware.
Spring Fair takes place from Sunday (February 5) to Thursday (February 9) at the NEC in Birmingham.
What More UK's marketing team have been working to launch the new website ahead of Spring Fair. Pictured with creative director of Red-Fern Media Alex Heeney (left) are Laura Preston (centre) and Adam Wilkinson (right)